Mondelēz removes 2,200 tonnes of plastic with massive shift to paper cookie trays

Mondelēz International has executed a massive structural shift in its European bakery portfolio, swapping rigid PET trays for FSC-certified paper alternatives across its flagship cookie lines. This is not a limited pilot program or a regional test; it is a full-scale commercial rollout affecting over 115 products in 25 markets, including the United Kingdom, Ireland, Germany, Poland, Spain, and the Nordics. For the paper and packaging industry, this represents a significant demand signal for high-performance fiber-based materials.

Scale and Market Impact

The numbers dictate the sheer scale of this transition. The multinational is removing approximately 2,200 tonnes of virgin plastic annually by targeting high-volume brands such as:

• LU and Milka
• Granola and Cadbury
• Marabou and Chips Ahoy!
• Lacta and Freia

This represents an 80% reduction in plastic use for these specific SKUs compared to their previous packaging architecture. The initiative covers around 28,000 tonnes of cookies produced each year, making it the single largest packaging sustainability overhaul in the company’s European bakery division to date.

Technical Triumphs in Converting

From a converting and structural design perspective, replacing thermoformed PET with paper for delicate baked goods is notoriously complex. Olivier Kintzig, Mondelēz’s Biscuits Packaging Director for Europe, rightly pointed out that this milestone required a complete rethink of the packaging layers, from the physical tray design to the logistics chain. Paper trays must provide the necessary rigidity to protect fragile cookies during transit, resist grease and moisture, and, crucially, integrate seamlessly into high-speed automated packing lines that were originally calibrated for plastic tolerances. Achieving this at scale without compromising line efficiency is a major technical victory for fiber-based packaging.

A Dual Strategy with Amcor

This transition also highlights a pragmatic, material-agnostic approach to packaging sustainability that has become the industry standard in 2026. Before this complete shift to paper, Mondelēz had already laid the groundwork by incorporating approximately 80% recycled PET (rPET) into trays for brands like Milka, Oreo, and Chips Ahoy!. Moving from high-recycled-content plastic to a fully fiber-based solution demonstrates a strategic escalation in their sustainability roadmap, aiming for a global 25% reduction in virgin rigid plastic by 2030.

While Mondelēz is aggressively pivoting to fiber-based solutions for rigid structural trays, it continues to optimize its flexible plastics where paper cannot yet compete on barrier properties or shelf-life preservation. Earlier this year, the company deepened its collaboration with global packaging giant Amcor to integrate 65% certified recycled plastic into Cadbury Mini Eggs bags, utilizing Amcor’s AmFiniti technology via a mass balance approach. Similarly, Cadbury sharing bars have transitioned to 80% recycled flexible plastic. This dual strategy—FSC-certified paper for structural support and advanced chemically recycled polymers for barrier films—reflects the current maturity of the packaging sector. Brands are no longer looking for a single miracle material, but rather the most efficient and recyclable substrate for each specific functional requirement.

Furthermore, this move aligns perfectly with the tightening regulatory landscape across Europe. With the implementation of stricter packaging waste directives, large FMCG players are under immense pressure to reduce virgin plastic consumption and improve end-of-life recyclability. By shifting to FSC-certified paper trays, Mondelēz not only reduces its plastic footprint but also taps into the highly established and efficient paper recycling streams across the continent, ensuring a higher likelihood of actual material recovery.

Mondelēz’s aggressive rollout of paper trays proves that fiber-based alternatives can successfully replace rigid plastics at a massive commercial scale when backed by serious engineering and supply chain alignment. Will other global FMCG giants accelerate their own transition away from thermoformed PET, or will the capital expenditure required to retool legacy packaging lines keep them tethered to plastic? Follow The Paper for daily news, market signals and key updates from the global paper, corrugated and packaging industry. — Sigue toda la actualidad del sector en www.thepaper.ai