Nestlé brings back paper tubs for Quality Street as packaging switch divides shoppers
Company frames move as sustainability step while critics complain of lost 'sparkle' and smaller tubs as retailers set differing prices
Nestlé said it will return paper tubs for some Quality Street products this Christmas, a move the company describes as part of wider sustainability work that has split consumer opinion.
The confectioner confirmed the paper tubs will be available in selected Tesco stores and said it continues to evaluate the tub’s popularity with shoppers while looking at “innovative ways to improve the sustainability of its packaging.” The change follows a series of packaging shifts for the seasonal assortment: metal tins historically, plastic tubs introduced in 2013, and cardboard tubs in recent years.
The announcement comes amid heightened scrutiny from shoppers over both packaging and weight. Tubs sold last year were 600 grams; the current range has been reduced to 550 grams. Nestlé and manufacturers pointed to rising costs for manufacturing, ingredients and transport as factors that influence format, size, weight and recommended retail prices each year.
A Nestlé spokesperson said: “Each year we introduce a new Quality Street range with formats, sizes, weights and RRPs based on a range of factors including the cost of manufacturing, ingredients and transport and the preferences of our customers and consumers. We think our 2025 range and pricing is competitive with a good variety of choice for Quality Street fans. Final prices are at the discretion of individual retailers.”
Retail pricing already varies: the new-sized tubs are on sale at Sainsbury’s and Morrisons for £7, while Tesco Clubcard holders can obtain a tub for £4.50, according to retailer listings. Nestlé also reiterated its target to make all packaging recyclable in 2025 and has previously changed the wrappers on individual chocolates to a waxed paper alternative introduced in October 2022.
Reaction to the return of paper tubs was mixed on social media and in tabloid coverage. Some shoppers welcomed the environmental intent, while others said the paper packaging and size reductions had removed part of the seasonal appeal. Posts cited by media outlets included comments such as “Ruined Christmas...” and “Just when we thought we couldn’t sink any lower as a nation,” alongside others praising the company for “awesome” sustainable steps.
Analysts say manufacturers of long-standing seasonal ranges frequently adjust formats and pack sizes to manage input-cost volatility and retailer demand while seeking to align with sustainability targets. Retailers set final shelf prices and may run promotions or loyalty discounts, creating variation in what shoppers pay from store to store.
Nestlé sells Quality Street as an annual seasonal range and said it will continue to test different tub formats with shoppers to balance consumer preferences, cost pressures and the company’s recycling goals. As with previous years, consumers and retailers will determine whether this year’s mix of packaging and pricing proves acceptable ahead of the Christmas trading period.