Paul Chuckle leads backlash against ‘eco-friendly’ Quality Street wrappers: New ‘dull’ recyclable packaging replaces iconic shiny cellulose – leaving customers underwhelmed

Paul Chuckle led backlash against the new eco-friendly Quality Street wrappers as he slammed the design as ‘dull’ – before realising the manufacturer’s reason behind the change in packaging. 

One half of the famous Chuckle Brothers, Paul yesterday took to Instagram to ask when the famous sweet treats had lost their iconic shiny wrappers.

Previously, the chocolates had been wrapped in translucent colourful plastic and shiny foil before Nestle revealed they were replacing their packaging with environmentally friendly alternatives.

The move was met with backlash by chocolate lovers who said they looked like ‘old stock,’ ‘cheap’ and ‘depressing’. 

And as comedy legend Paul posted an image of a tub with the hashtag ‘dull’ and an unimpressed looking emoji, his followers waded in.

‘They look rubbish now, not enticing at all. Just makes me not want to bother with them,’ one said. Another said their Christmas was ‘ruined’.  

But Quality Street replied, explaining: ‘The cellulose material we used previously for our Quality Street 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.’

Paul then appeared to get on board with the new design, thanked them for their ‘worthy answer,’ and posted the hashtag #savetheplanet instead. 

Paul Chuckle took to Instagram to ask when the famous sweet treats lost their iconic shiny wrappers

The maker of Quality Streets pledged to make all their packaging recyclable or reusable by 2025

Paul was initially confused by the new wrappers, but then got on board when he realised the reason why it had changed

Others also supported the move, saying ‘bravo’ and that others needed to follow suit.

Another said: ‘Well done QS – absolutely right to make them recyclable.’

Nestle, who make the purple box of sweets, revealed they were replacing their packaging with environmentally friendly alternatives last year. 

They said replacing the cellulose-foil Quality Street wrappers on nine of the 11 sweets would mean billions fewer bits of plastic in its supply chain.

Nestle said in a statement at the time that they were proud of the new design and that the change was a positive step.

Customers were baffled to see the packaging, and took to social media to ask what had happened.

‘Why do I feel like I’ve got old stock bulking out my box,’ one wrote. 

While 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.’ 

People are furious as they say the new Quality Street wrappers look ‘cheap’ – after manufacturers swapped their famous bright plastic wrappers (left) to make them more environmentally friendly (right)

But Nestle said: ‘We’re really proud of Quality Street’s new paper wrappers. We’ve worked really hard to create recyclable wrappers that maintain the traditional, colourful look that Quality Street is known for.

Read more: Quality Street fans confused over new environmentally-friendly wrappers and ask ‘what’s going on’ as they tuck into iconic chocolates over Christmas

‘Moving from two different wrappers made of foil and cellulose to a single, recyclable paper wrapper means we can remove nearly 2.5 billion individual pieces of packaging material from the Quality Street supply chain.

‘Quality Street has been around for more than 85 years and a big change like this will always attract attention but we think this change is a really positive step and well worth it.’

The sweets that just use foil remain in their traditional packaging.

Cheryl Allen, the head of sustainability at Nestle, also commented last year that the company took a lot of deliberation over the decision.

She 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.’

It was also announced that KitKat wrappers were being replaced with plastic that is 80 per cent recycled.

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