News, Culture & Society

People say the new Quality Street wrappers look ‘cheap’

British chocolate fans already dreaming of their yuletide tin of Quality Street say they may now ‘switch to Roses’ after catching a glimpse of their new wrappers.  

Nestle announced last week that the company was switching the chocolates’ famous shiny foil and plastic wrapping to make them more environmentally friendly – but the move hasn’t gone down well with traditionalists.   

While the waxed paper alternative is still colourful, some are bemoaning the loss of the shiny look, taking to Twitter to criticise the move.

The change to the colourful foil wrapping comes after 86 years to stop nearly two billion wrappers a year ending up in landfill.

However, some of the first people to get their hands on the greener sweets have said they look ‘cheap.’

New: People are furious as they say the new Quality Street wrappers look 'cheap'- after manufacturers swapped their famous bright plastic wrapping to make them more environmentally friendly

People are furious as they say the new Quality Street wrappers look ‘cheap’ – after manufacturers swapped their famous bright plastic wrappers (left) to make them more environmentally friendly (right)

Another person said: ‘Why would they change them! That’s ridiculous. It’s going to have to be roses for me from now on.’

While another said; ‘I’m sorry, but they’re cheap looking and depressing. They reek of war-time austerity. With food, presentation is important, and the sparkle has gone from Quality Street.’

Defending their decision the brand replied: ‘Sorry to hear you don’t like our new paper packaging Pat. 

‘The material we use for our cellulose wrappers is not recyclable. In line with our commitment to make all our packaging recyclable or reusable by 2025, we have needed to find an alternative that will be recyclable.’ 

The change to the colourful foil wrapping comes after 86 years to stop nearly two billion wrappers a year ending up in landfill

The change to the colourful foil wrapping comes after 86 years to stop nearly two billion wrappers a year ending up in landfill

However, some of the first people to get their hands on the greener sweets have said they look 'cheap'

 However, some of the first people to get their hands on the greener sweets have said they look ‘cheap’

Another person wrote: ‘Quality Street – flavours may come and go, tubs may shrink but one thing has remained constant since 1936 – the shiny, sparkly, rustling wrappers, made from foil and coloured cellophane… No more!

They continued: ‘Quality street will now be wrapped in a waxy recyclable paper. It will save 2billion bits of wrapping going to landfill but, as my daughter said, when she opened the sample tin and saw the new, dull wrappers ‘What have they done!’ 

While someone else joked: ‘Your all missing the real benefit of it making them quieter to open . A blessing to sneaky snafflers..’ 

The iconic sweets will still come in bright wrappers but they will be coated in a vegetable-based wax. 

The change is expected to be made in time for Christmas – with sweet wrappers made of 80% recycled plastic.

The same coloured wrappers will still represent their different flavours, ie hazelnut will be purple and strawberry will be pink. 

Nestle said that, unlike cellulose, the new wrappers break down easily and are accepted in household recycling. 

The same coloured wrappers will still represent their different flavours, ie hazelnut will be purple and strawberry will be pink

The same coloured wrappers will still represent their different flavours, ie hazelnut will be purple and strawberry will be pink

Cheryl Allen, the head of sustainability at Nestle, says the company took a lot of deliberation over the decision.

She said: ‘Quality Street is a brand that people feel very strongly about.

‘We know that opening the lid and seeing ‘the jewels’, as we call them, is really important.

‘We think we’ve done a really good job with the redesign, and feel confident that people will respond positively.’

Nestle has revealed that KitKats will also be getting an eco-friendly makeover.

The rollout will begin this month on the brand’s flagship two-finger products, before being extended across the range by 2024. 

On its website, the company says: ‘Packaging helps protect food and beverages, ensure product quality and safety, communicate nutritional information and prevent food waste.

‘However, these essential requirements should not come at the expense of the planet.

‘That’s why we are continually developing more sustainable packaging and committed to reducing waste from packaging.’

***
Read more at DailyMail.co.uk