Paul Chuckle slammed the new ‘dull’ Quality Street wrappers before realising the manufacturer’s reason behind the change in packaging.
One half of the famous Chuckle Brothers, Paul took to Instagram to ask when the famous sweet treats lost their iconic shiny wrappers.
Previously, the chocolates had been wrapped in translucent colourful plastic and shiny foil.
But noticing they had since lost their ‘shine,’ Paul posted an image of a tub and used the hashtag ‘dull’ with an unimpressed looking emoji.
But Quality Street posted back 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
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.
‘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.’