Quality street fans outraged by new eco-friendly packaging that ‘looks like fakes’ after conventional packaging is phased out

CHOCOLATE fans have criticized Quality Street’s new eco-friendly packaging, saying the recyclable packaging makes it look like “fakes”.

The famous shiny leaf has been a Christmas staple for 86 years, and Britons have shared their outrage at the brand’s lackluster revamp.

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Quality Street fans have shared their horror at losing the candy’s iconic shiny wrappersCredit: Harry Wallop
Brits have been enjoying classic chocolates for 86 years

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Brits have been enjoying classic chocolates for 86 yearsCredit: Alamy

Nestlé sparked fury from some fans last week when it announced it was replacing the original packaging to make chocolates more environmentally friendly.

Treats in the selection box will now be coated with a vegetable wax instead of the regular shiny foil.

The move will save nearly two billion packages a year from ending up in landfills, but it has nonetheless angered traditionalists.

Fans took to Twitter to share their horror at losing the treat’s famous shiny wrapper, calling the look “cheap” and threatening to move on to the brand’s competitors instead.

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One person commented, “Why would they change them! This is ridiculous. It’s going to have to be roses for me from now on.”

Another said: “I’m sorry but they look cheap and depressing. They smack of wartime austerity.

“With food, presentation is important, and the shine is gone from Quality Street.”

A third wrote: “Quality Street – flavors may come and go, jars may shrink, but one thing has remained constant since 1936 – shiny, glittery, rustling wrappers, made from aluminum foil and colored cellophane … Never again !

The move was also criticized by chocolate historian Alex Hutchinson, who was Rowntree Mackintosh’s official archivist, as he told the Mirror: “It’s a huge deal. And it’s a bit sad.

“Because when Harold Mackintosh initially launched Quality Street, he specifically designed it to be an explosion of colors, different flavors, different shapes. Packaging was absolutely essential.

After seeing reviews of their eco-friendly decision, the brand replied to an angry customer: “Sorry to hear you don’t like our new Pat paper packaging.

“The material we use for our cellulose packaging is not recyclable.

“In line with our commitment to make all of our packaging recyclable or reusable by 2025, we had to find an alternative that was recyclable.”

However, some fans saw the funny side, with one quip: “You’re all missing the real benefit of making them quieter to open… A blessing for sneaky snafflers.”

Around 1.7 billion Quality Street ‘gems’ are gobbled up in Britain each year, which equates to a whopping average of 63 per household.

While classic treats still end up with their iconic colors, the new vegetable wax has taken away their famous luster.

Nestlé said that unlike cellulose, the new packaging breaks down easily and is accepted for household recycling.

The recycling-friendly packaging is expected to hit shelves by Christmas, and the company said it did not take the decision lightly.

Cheryl Allen, Head of Sustainability at Nestlé, said: “Quality Street is a brand that people hold dear.

“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 we’re confident people will respond positively.”

Along with the change to Quality Streets, the brand has revealed that another of its signature chocolates will undergo an eco-redesign – KitKat.

Recyclable packaging will be rolled out this month, with its entire range being changed by 2024.

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

“However, these essential requirements must not come at the expense of the planet.

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

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