Now that’s SMART! Smarties “Wot a lot I got” is now “Wot a lot of recyclable packaging”!
Johannesburg, South Africa (22 March 2021) – South Africa’s popular confectionery brand, Nestlé Smarties globally announced their switch to recyclable paper packaging earlier this year, and they are now excited to let consumers know that the offering is now available in South Africa, making the snack brand the first-ever global confectionery brand to shift to 100% recyclable paper packaging.
The “Chocolate Beans” have been around since 1882 but were officially renamed Smarties in 1937.
Smarties were traditionally sold in cylindrical cardboard tubes, capped with a colourful plastic lid, usually having a letter of the alphabet on it. The purpose of this was for them to be useful as a teaching aid to encourage young children to recognise the letters. Over the last 25 years, Nestlé has manufactured five billion Smarties lids. Some lids are very rare and are now regarded as collectors’ items.
But the brand has now moved to 100% recyclable paper packaging!
“We are truly excited to introduce this offering to the South African market. The transformation of the Smarties packaging is only one of the brands’ smart initiatives, which aim to support sustainability and enhance the overall product experience. This transformation will aid in repositioning the brand and earning back the trust of millions,” Says Alex Villela, Business Executive Officer, Confectionery, Nestlé South Africa
“Smarties move to 100% recyclable paper is a great advertisement for our dedication to transforming our packaging to be more environmentally friendly. It encapsulates all that the re-initiative represents – rethinking our entire value chain, reducing our impact on the environment and providing tangible proof points of our sustainability efforts through our loved brands” says, Saint-Francis Tohlang, Corporate Communications and Public Affairs Director at Nestlé East and Southern Africa Region (ESAR).
The brand will further the conversation online with various outputs to drive the “Smarties Create With Purpose” narrative and get South Africans to buy into the idea of getting creative with recycling while being environmentally aware. For all updates, join the conversation by using the hashtag #SmartiesCreateWithPurpose to engage with the brand.
by 