CHOCOLATE fans have slammed Quality Street’s new eco-friendly wrappers – saying the recyclable packing makes them look “like knock-offs”.
The famous shiny foil has been a Christmas staple for 86 years, and Brits have shared their outrage at the brand’s dull redesign.
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Nestle sparked fury last week as it announced that it was swapping out the original packing to make the chocolates more environmentally friendly.
The selection box treats will now be covered in a vegetable-based wax instead of the classic shiny foil.
The move will stop nearly two billion wrappers a year ending up in landfills, but it has nevertheless angered traditionalists.
Fans took to Twitter to share their horror at losing the treat’s famous shiny wrapping, slamming the look as “cheap” and threatening to move over to the brand’s competitors instead.
One person commented: “Why would they change them! That’s ridiculous. It’s going to have to be roses for me from now on.”
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.”
A third 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!”
After seeing the criticisms of their eco-conscious decision, the brand replied to one angry customer: “Sorry to hear you don’t like our new paper packaging Pat.
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“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.
However, some fans saw the funny side, with one joking: “You’re all missing the real benefit of it making them quieter to open… A blessing to sneaky snafflers.”
While the classic treats can still be found with their iconic colours, the new vegetable-based wax has taken away their famous sheen.
Nestle said that, unlike cellulose, the new wrappers break down easily and are accepted in household recycling.
The recycling-friendly wrappers are expected to hit the shelves by Christmas, and the company said they did not take the decision lightly.
Cheryl Allen, the head of sustainability at Nestle, 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.”
Alongside switching up Quality Streets, the brand revealed that another of its iconic chocolates is set to undergo an eco-friendly redesign – KitKat.
Recyclable wrappers will be rolled out as soon as this month, with its entire range being altered 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.”
