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Wrap ragers target Easter eggs-cess

by David Masters
March 3, 2009

Consumers are fed up with excessive packaging on Easter eggs, and the confectionary sector has finally taken notice.

With nearly six in ten (59%) of people in the UK suffering wrap rage at Easter egg packaging, the industry has taken drastic action.

According to the Waste & Resources Action Programme (WRAP), confectioners have reduced Easter egg packaging by up to 50%.

Marks and Spencer has reduced its Easter egg packaging by nearly 30%, whilst Cadbury UK has slashed 25% off packaging on its medium sized Easter eggs.

Nestle, meanwhile, has removed plastic packaging from 80% of its Easter egg range.

WRAP special advisor Mark Barthel said: “With significant packaging reductions achieved across a wide range of Easter eggs this year, it’s clear the industry is listening to customers and making changes that reduce the environmental impact of packaging.”

Gillian Wight from packaging consultants Your Packaging Partner, said: “The percentage of packaging that manufacturers claim to have cut this year is great news and absolutely a step in the right direction.”

However, she confessed that more should have been done sooner.

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