Nestlé International Travel Retail launches sustainable packaging for Smarties Music Creator – The Moodie Davitt Report

The Smarties Music Creator foregoes the use of single-use plastics and encourages children to embrace their musical talents

Nestlé International Travel Retail (NITR) has launched sustainable packaging for its travel retail-exclusive Smarties Music Creator.

The relaunch is part of Nestlé’s global ambition to transition to 100% recyclable and reusable packaging by 2025.

According to the company, Smarties is the first global children’s confectionery brand to set the goal of removing single use plastics from its packaging.

The new Smarties Music Creator replaces the single-use plastic components with a recyclable carton box. It offers a  38g tube of Smarties and features a durable interior flute and flute container.

The re-launch is supported by free digital content on This includes learn-to-play music sheets, which encourage children to learn and play simple songs.

The Smarties Music Creator was first launched in 2019 as part of NITR’s ‘Learn Through Play’ framework. Due to the product’s popularity, the company decided to align the product with its sustainability goals and accelerate the removal of single use plastics from its packaging.

Lean to Play: The Smarties Music Creator is accompanied by digital content, including music sheets, which encourage children to learn and play simple songs

Commenting on the impact of the COVID-19 crisis on the launch, Nestlé International Travel Retail General Manager Stewart Dryburgh said: “Clearly these are unprecedented times and the COVID-19 crisis will impact the immediate roll-out for the new Smarties Music Creator. In the mid-long term, however, the demand for recyclable and eco-friendly solutions will only increase, and with Smarties, we will be ready with these solutions.”

Dryburgh added, “Sales for the first version of the Smarties Music Creator were incredibly positive and we have every reason to believe that this more sustainable version will be an even greater success.

“In 2019 Smarties set the ambitious target of being the first global children’s confectionery brand to remove single use plastics. We look forward to continuing this journey in 2021 and the years to come.”