Mondelēz trials “Snacking Right” QR code on snack packs to boost supply chain sustainability

03 Jun 2022 --- Mondelēz International is launching a new pilot in the UK. Via a QR code on pack, consumers are provided with information on the company’s environmental sustainability initiatives, including insights about recycling and mindful snacking to help consumers “snack right.” 

By scanning the QR code on the outer packaging, consumers can access a new online platform branded “Snacking Right” which provides information about the company’s global Snacking Made Right program, including recycling information, tips on mindful snacking and its cocoa sourcing program Cocoa Life. 

The QR code will be piloted as part of the company’s on-pack summer promotion with Merlin Entertainments across a range of Cadbury, Oreo and Barny products, with the Snacking Right platform continuing to include further brands, products and geographies in the future.

WRAP’s recycling tool
The platform also features the Recycle Now locator from WRAP – to help consumers find out what packaging materials are collected and recycled at nearby locations. This feature aims to increase consumer knowledge and drive behavior change so that more packaging can be taken to the sites that manage recycling rather than finishing its life in the environment.

“Snacking Right” provides information about recycling, mindful snacking and cocoa sourcing.This pilot is a global first for Mondelēz International and is being trialed in the UK as part of its “Pack Light and Right” environmental sustainability packaging strategy. The QR code approach leverages technology to provide consumers with important environmental sustainability and well-being information without having to add multiple labels on pack physically.

“There is a thirst for knowledge by people to recycle packaging such as confectionary wrapping,” says Helen Bird, head of business collaboration, WRAP. “Last month more than half a million people visited the Recycle Now website to find their nearest collection points for this type of plastic and we are pleased to be working with Mondelēz International to pilot QR codes which link to the Recycle Now website.”

“We know living a more [environmentally] sustainable and healthier lifestyle is important to our consumers but sometimes they do not feel they have the right information about the products they choose to do so,” adds Sandra Toivo, senior brand manager for Cadbury multipacks. 

“Through the Snacking Right platform, we are testing new digital solutions to meet this consumer need. I’m looking forward to seeing the results of the pilot and hope that by working with WRAP and their Recycle Now locator we engage more consumers in recycling initiatives now and help form habits for the future.”

Boosting plastic recycling 
The company highlights it is also a member of several leading initiatives that share a collective ambition to tackle the UK’s flexible plastic recycling infrastructure to enable a circular economy at heart – aiming to keep plastic within the economy and out of the environment.Mondelēz International is a member of leading initiatives that tackle the UK’s flexible plastic recycling infrastructure. 

In 2021, the UK business co-founded the Flexible Plastic Fund, financing a £1 million (US$1.3 million) fund focused on making flexible plastic recycling economically more viable for recyclers and easier for consumers through retailer collections.

Mondelēz International concludes by saying the QR code pilot is the next step on the UK business’ journey towards creating a future where people and the planet thrive, focused on using less energy, water and reducing waste, with ingredients consumers know and trust.

Earlier this year, Mondelēz International teamed up with Orange Business Services to enhance its digital operations. The move aims to unify the operations of brands such as Cadbury, Chips Ahoy!, Oreo and Ritz under one “all-digital workspace.”

Overall, the initiative covered 80,000 employees across operations in approximately 80 countries in a bid to improve communication and collaboration across Mondelēz’s offices, factories, warehouses and contact center agents on a massive scale.

By Natalie Schwertheim