November 23rd 2024.
Fans of Quality Street have always had a special attachment to the brand's iconic tins and have been known to keep them for years to come. However, in 2022, the company made a major change by replacing the shiny wrappers with more environmentally friendly paper ones. While some people applauded this move by Nestlé, others were outraged and claimed that it had "ruined Christmas."
But Quality Street stood by their decision and continued to push for more sustainable packaging options. In October of this year, they launched a "first-of-its-kind" paper tub at Tesco, adorned with gold foil and fully recyclable. Over 200,000 tubs were put on sale, and the company was eager to see how customers would respond.
However, not everyone was convinced. Some loyal Quality Street fans were skeptical of the change, with many believing that the chocolate would not taste the same in a paper box. One Twitter user even wrote, "They taste different in paper. Won't be buying!" Another user expressed concern for their grandmother's sewing kit, which they had always stored in the tin.
Despite the backlash, Quality Street decided to have a little fun with the situation. In a playful nod to the "divided nation," they created a faux trial with none other than Judge Rinder presiding over the case. In a campaign video, the judge faces off against a version of himself as the prosecution, claiming that the paper tub is "guilty" of trying to improve on perfection and unnecessarily updating a classic.
But not everyone was against the change. Some people saw the value in more sustainable packaging and praised Quality Street for their efforts. One Twitter user wrote, "Oh I like this!!!" while another thought it was a "great idea."
In response to the trial, Jemma Handley, senior brand manager for Quality Street, expressed her excitement to work with Judge Rinder and celebrate their new paper tubs. She also reassured customers that a lot of care had gone into ensuring that the paper tubs still had a luxurious feel and beautiful design.
For those who still long for the old-school tins, there's no need to worry. Quality Street recently launched a limited-edition tin for Christmas 2024, paying homage to their Halifax heritage. And for those who miss the Coffee Creme, you'll be happy to know that it will be exclusively available in tubs at Waitrose and John Lewis, along with branded tins.
It's clear that Quality Street is dedicated to finding more sustainable packaging options, and they are proud to be the first major manufacturer to trial a paper tub at Christmas. And while change can be difficult, they are eager to hear the verdict from their customers. So go ahead and enjoy your Quality Street chocolates this Christmas, whether they come in a tin or a paper tub.
[This article has been trending online recently and has been generated with AI. Your feed is customized.]
[Generative AI is experimental.]
