Why We Should Hold Chocolate Brands Accountable

Every Easter, chocolate is everywhere and so is its packaging. But behind every shiny wrapper lies a bigger issue: single-use plastic waste. While individuals are encouraged to recycle and reduce, the real power for change lies with the big brands—and it’s time we encourage them to step up. 

The Role of Big Brands in Plastic Pollution 

A recent global study co-authored by CSIRO (2024) found that 56 companies were responsible for over half of branded plastic pollution, with Nestlé ranked among the top polluters, contributing 3% of the total plastic waste found in the environment. Brands like Cadbury, Nestlé, and Mars continue to rely heavily on plastic packaging —despite having the resources to switch to sustainable alternatives. 

Even in Sydney Harbour, Seabin data found over 31,000 soft food wrappers in 2024 alone. This highlights a huge disconnect between corporate sustainability pledges and on-the-ground realities.  

Shifting Responsibility: From Consumers to Corporations 

Yes, we all play a part; but putting the burden solely on individuals isn’t fair or effective for our future. If corporations redesign packaging at the source, millions of wrappers could be prevented from entering our oceans each year. That’s where systemic change begins. 

In Australia, we’ve already taken steps in the right direction. Policies like the 2025 National Packaging Targets and the National Plastics Plan outline ambitious goals: making 100% of packaging recyclable, compostable or reusable by 2025, and phasing out problematic single-use plastics. However, there’s a major gap; these targets are voluntary, meaning companies aren’t legally required to comply.  

Even more concerning, chocolate wrappers—typically made from multilayered soft plastics—aren’t strictly regulated under the Recycling and Waste Reduction Act 2020. This means major chocolate producers like Cadbury, Nestlé, and Mars can continue using environmentally damaging materials without legal repercussions. 

The good news? When corporations are held accountable, change happens. We’ve already seen brands like Mars Wrigley switch to paper-based packaging (86% paper-based) for some of their products in Australia, showing it’s entirely possible to innovate when there’s enough pressure from the public and policymakers. It is important to note that this innovation by Mars is not entirely made of paper, and still contains 14% of plastics, still making it a problematic choice, especially if the wrapper happens to be released into the environment, as explained by a representative of Mars Wrigley:   

“Our paper-based packaging is made up of 86 percent paper, a thin plastic barrier to ensure the quality and freshness of the product is maintained, seals and inks for labelling.” 

Smart Choices: What to Look for in Chocolate Packaging 

Not all wrappers are created equal. Here’s a quick guide to making better choices: 

• ✅ Paper or cardboard – recyclable, compostable, ocean-friendly 

• ✅ Aluminium foil – recyclable if clean and large enough 

• ❌ Soft plastic – hard to recycle, often ends up in landfills and waterways 

*This is not to say paper, cardboard and Aluminium foil come without their own problems too but if you choose sustainably sourced materials they are better for our planet than plastic!

Also, check for certifications: 

• FairTrade, Rainforest Alliance, Certified Organic, Australian Made – all support ethical and sustainable production 

Packaging Innovations Among Australian Organic Chocolate Brands: 

Many Australian organic chocolate brands are leading the way in sustainable packaging!

Some notable mentions are:

• Tony’s Chocoloney: Fairtrade Certified (since day one) and B-Corp Certified
• Pana Organic: 100% recycled cardboard packaging
• Chocolatier Australia: Australian owned and made
• Pico: Vegan, Organic and fairtrade. Cardboard packaging and foil lining
• ALDI – Choceur: Cardboard with foil lining, Rainforest Alliance certified and Fairtrade 

These are just suggestions from what we have found on the internet at the time of this blog post, please conduct further research to make sure these brands align with your own values if following these suggestions. 

Real Change Starts with You 

We’re not here to shame chocolate brands. We’re here to support them in doing better. Progress happens when consumers speak up, and there’s proof this works: 

• McDonald’s switched to paper straws after public outcry. 

• Coca-Cola increased recycled plastic in bottles following backlash. 

• Nestlé introduced paper straws due to consumer pressure. 

You can do the same: 

• 📢 Sign a petition: Boomerang Alliance Petition to Cut Plastic by 20% 

• ✍️ Email your favourite chocolate brands asking for paper or compostable wrappers: Get template – Letters template

• 🤝 Support brands already using sustainable packaging 

• 📲 Share this post and spark a conversation 

Let’s Make This Easter (and Every Day) More Sustainable 

This Easter, try making your own chocolate snacks, or choose brands with planet-friendly wrappers. By making conscious choices, and holding companies like Nestlé, Cadbury, and Mars accountable, we can turn the tide on plastic pollution. 

Keep your eye out for these friendly packaging symbols!  

Let’s use our collective voice for change because every wrapper counts. 

Want to take action now? Sign the petition, write to your favourite brand, and share this blog post with your community. Together, we can clean up our oceans—one chocolate bar at a time. 

References:   

Break Free From Plastic 2021, Brand Audit Report 2021, Break Free From Plastic, viewed 1 April 2025, https://www.breakfreefromplastic.org/brandaudit2021/. 

CSIRO 2024, Global audit of plastic pollution reveals top contributing brands, CSIRO, viewed 1 April 2025, https://www.csiro.au/en/news/All/Articles/2024/February/Brand-pollution-study. 

Department of Agriculture, Water and the Environment 2021, National Plastics Plan 2021, Australian Government, viewed 1 April 2025, https://www.dcceew.gov.au/environment/protection/waste/plastics/national-plastics-plan. 

Department of Climate Change, Energy, the Environment and Water 2020, Recycling and Waste Reduction Act 2020, Australian Government, viewed 1 April 2025, https://www.legislation.gov.au/Details/C2021C00366. 

Australian Packaging Covenant Organisation (APCO) 2025, 2025 National Packaging Targets, APCO, viewed 1 April 2025, https://apco.org.au/national-packaging-targets. 

Science Advances 2024, Relationship between branded plastic production and environmental waste, vol. 10, no. 7, American Association for the Advancement of Science, viewed 1 April 2025, https://www.science.org/doi/10.1126/sciadv.adk1845. 

Greenpeace Australia Pacific 2025, Tell Big Brands: End Plastic Waste, Greenpeace Australia, viewed 1 April 2025, https://www.greenpeace.org.au/what-we-do/oceans/end-plastic-pollution/. 

Australian Marine Conservation Society 2025, Ban Soft Plastics in Packaging Petition, AMCS, viewed 1 April 2025, https://www.marineconservation.org.au/ban-soft-plastics/. 

Packaging Europe 2022, Mars Bar, Snickers and Milky Way transition to recyclable paper-based wrappers in Australia, viewed 10th April 2025, https://packagingeurope.com/news/mars-bar-snickers-and-milky-way-transition-to-recyclable-paper-based-wrappers-in-australia/9150.article 

How to get involved

There are many ways we can all contribute to the global effort for cleaner oceans! Contact us here to find out how you can get involved on our mission for cleaner oceans.

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