Mondelēz International: Recycled Packaging Across Europe

​​​​​​​Mondelēz International, the manufacturer behind Cadbury, Oreo and Toblerone, has reached significant milestones in its sustainability strategy. The company's European operations have successfully met the global target of incorporating 5% recycled content across product packaging.

This achievement coincides with a substantial shift towards recycled plastic materials, which could result in approximately 1,000 tonnes of virgin plastic being eliminated annually throughout Europe. The transition represents a considerable step forward in addressing packaging waste within the confectionery and snacking sectors.

By implementing these changes across its European markets, Mondelēz is demonstrating how large-scale manufacturers can adopt more circular approaches to packaging. The company has focused on transitioning from traditional rigid plastic trays to alternatives containing approximately 80% recycled plastic across several flagship brands.

This shift reflects broader industry movements towards sustainable packaging solutions and could indicate growing momentum for recyclable materials within fast-moving consumer goods. The changes affect multiple product lines across the company's extensive European portfolio.

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Expanding recycled packaging across Europe

Mondelēz plans to deploy these packaging improvements across major European territories, including the UK, France, Spain, Germany, Austria and Switzerland. The company is investing in various recycling technologies and circularity programmes across the region to continue reducing virgin plastic consumption.

Catherine Burgeat, Sustainability Senior Director of Europe at Mondelēz International, says: "We are proud of these milestones, as we continue accelerating our sustainable packaging journey across Europe. Replacing PET plastic trays with rPET is a major step towards reducing our virgin plastic usage and contributing to a more circular packaging economy."

The rollout across these territories represents a coordinated approach to sustainable packaging transformation. Each market presents unique challenges and opportunities for implementing recycled content solutions.

The company's investment in recycling infrastructure demonstrates a long-term commitment to circular economy principles. This multi-market strategy enables Mondelēz to scale sustainable packaging solutions efficiently across diverse regulatory environments.

Advancing mechanical recycling processes

Throughout Europe, Mondelēz International is working to advance complementary recycling technologies. Mechanical recycling represents one key approach, involving the collection, cleaning and reprocessing of used plastics into new packaging materials.

The company is utilising this method to incorporate recycled PET (rPET) into trays for its boxed chocolate brands, including Milka, Marabou, Mirabelle and Suchard pralines, alongside biscuit products such as Milka Choco Wafer, Chips Ahoy and Oreo. Milka Pralines serve as a leading example within the portfolio, with trays incorporating approximately 80% rPET.

The company has also eliminated colour from these trays to further enhance recyclability. This modification is set to be implemented across additional brands, supporting the organisation's broader sustainability objectives.

The removal of colour from packaging trays represents an important technical advancement in recyclability. Clear materials are easier to sort and process through existing recycling infrastructure, potentially establishing new standards for chocolate packaging across the sector.

Implementing chemical recycling solutions

The second technology being deployed is chemical recycling, which breaks down plastic into molecular building blocks, enabling reuse in food-contact packaging. Mondelēz International has positioned itself as an early adopter of chemical recycling within Europe.

In the UK, Cadbury Dairy Milk introduced approximately 30% chemically recycled content in 2022, with Nordic countries following in 2024. A broader implementation of 80% recycled plastic for Cadbury tablet packaging was introduced in 2025.

Richard Akkermans, Packaging Sustainability Manager Europe at Mondelēz International, says: "Innovation in both mechanical and chemical recycling technologies is essential to increasing the availability of food-contact recycled plastic. By working closely with suppliers and value chain partners, we are turning sustainability ambition into practical action."

This dual approach to recycling technologies could provide valuable insights for other manufacturers seeking to increase recycled content in food-contact packaging.

Beyond targeting virgin plastic reductions, Mondelēz International is continuing to invest in plastic packaging circularity through pilot programmes in Germany, Belgium, the Nordics and the UK.

One initiative involves Philadelphia tubs in Germany, advancing collection and recycling capabilities through partnership with HolyGrail 2030, an industry initiative led by AIM (European Brands Association). The programme utilises digital watermarks with the aim of improving sorting accuracy and potentially unlocking additional sources of food-grade recycled plastic.

Mondelēz's progress towards sustainable packaging contributes to Europe's broader transition towards more circular packaging systems. This aligns with evolving expectations and regulations surrounding recyclability and recycled content in products.

The company aims to significantly reduce virgin plastic usage and support a more sustainable future for the snacking sector through prioritising recycled content and advancing innovation across its product categories.