The square boxes, made from sustainably sourced cardboard, will replace the traditional round metal tins.
The move, which is being trialled in Tesco stores before being rolled out to other retailers, is part of the company’s Purple Goes Green environmental strategy. This includes a pledge to cut packaging of seasonal products by 25 per cent by 2010.
Cadbury is also cutting packaging of selection boxes by 32 per cent and tree decorations by 25 per cent.
The company hopes that tapping into consumer concerns over sustainable packaging will help boost sales.
Jo Grice, head of marketing, giving and seasonal at Cadbury says: “Many of our customers are dreaming of a green, not white Christmas this year. Introducing an environmental twist will help us to meet shoppers ethical concerns, and the new boxes are easier to wrap.”
The Purple Goes Green programme, launched by Cadbury in 2007, includes pledges to cut packaging, carbon emissions and water usage.