CRACKING DOWN ON PLASTIC: HOW EASTER 2025 GOT GREENER
As the Easter season of 2025 unfolds, a quiet revolution is underway, not in chocolate or candy, but in what wraps them. With the world leaning into conscious consumption, top confectionery giants are discarding outdated plastics in favor of packaging that’s lighter on the planet and easier on the eye.
This shift is not just a marketing strategy; it reflects a broader industry commitment to sustainability, consumer demand for eco-responsibility, and innovations in material science. The Easter basket, once filled with single-use plastic, is now being reimagined with recyclable, compostable, and responsibly sourced paper-based solutions.
KEY TRENDS IN ECO-CONSCIOUS SEASONAL PACKAGING
As brands adapt to the evolving preferences of eco-aware consumers, several material trends are emerging as frontrunners:
- Uncoated & Coated Kraft Paper: A durable, natural-looking wrap ideal for trays and protective layers.
- FSC-Certified Paperboard: Sleek yet sustainable — this is the go-to for cartons, sleeves, and retail display units.
- Compostable Barrier Papers: A smart substitute for plastic films, offering similar protection with much less waste.
- Recycled Content Paper: A closed-loop champion, perfect for brands aiming to promote a truly circular economy.
WHAT’S FRESH THIS FESTIVE SEASON?
Paper Takes Center Stage
One of the most notable transitions comes from Mondelez International, which has retired plastic pouches for its Easter confectionery in favor of curbside-recyclable paper packs. Their latest innovation, the Easter Favourites Pouch, is made entirely from FSC-certified materialsa move aligned with their pledge to cut virgin plastic use by 25% before the year ends.
Similarly, Cadbury has replaced the traditional plastic wrap with paper based alternatives across several of its product lines, increasing recyclability without compromising product appeal.
MANUFACTURING WITH A MISSION: MM PACKAGING
MM Packaging’s UK operations have scaled new heights, producing over 100 million plastic-free Easter packs this year. By using lighter board grades and eliminating plastic components altogether, they’ve proven that going green doesn’t mean sacrificing style or scale. Their designs are bold, shelf-ready, and in tune with modern aesthetics—all while being kinder to the environment.
MARS WRIGLEY GETS AN ECO MAKEOVER
Mars Wrigley UK has revamped its seasonal range with fully recyclable cartons, ditching plastic windows and inserts from medium to extra-large Easter eggs. Their eco-forward approach combines practicality with purpose, reducing landfill-bound packaging while preserving product integrity.
With one in every three Easter purchases already linked to a Mars Wrigley product in 2024, the brand is optimistic about an even more sustainable and successful 2025.
WHAT THIS MEANS FOR THE PACKAGING INDUSTRY
With confectionery giants leading the charge, other sectors are likely to follow. The success of paper-based packaging this Easter isn’t just a trend it’s a reflection of a deeper transformation across supply chains, driven by policy, public pressure, and innovation.
For packaging converters, this is a call to level up—embracing materials that are not only sustainable but also scalable, efficient, and visually impactful. Brands that respond now stand to benefit from stronger customer loyalty and lower environmental impact.
At Coniferous, we’re proud to support this shift with an extensive portfolio of paper solutions, from kraft to coated boards, barrier papers to specialty recyclable substrates. As the world unwraps its treats more responsibly, we’re here to help our partners wrap theirs with purpose.
