GATWICK, UK – For another year running, Quality Street has been named the food and drink brand that ‘Christmas wouldn’t be Christmas without’, according to research conducted by OnePoll earlier this month.¹ The UK public were surveyed on the special role of food and drink bands during the festive period. The research found that 46% of the public see chocolate as an ‘affordable luxury’ that brings them back to their favourite brands each year, and for the same number of Brits, these luxuries are what makes Christmas so special.
Quality Street was also named the top brand for gifting, with a 38% increase in its popularity amongst voters aged 25-34 compared to last year. Additionally, 50% of Brits buy tubs of chocolate at Christmas because they are great for sharing. Christmas confectionery pouches are also used by 44% of people for sharing with friends and family.
The research also tapped into the public’s view on sustainability at Christmas time. The research showed that 65% of people believe that it is somewhat to very important that heritage brands make bold steps to become more sustainable over the period.
Quality Street is proud to be a trailblazer in this field, with 100% recyclable paper wrappers introduced in 2022, a move that has removed almost two billion pieces of packaging material from the supply chain. In 2024, Quality Street made another bold move in sustainable packaging with its paper tub trial, available at selected Tesco stores in England and Wales.
Commenting on the research, Lisa Butterworth, Brand Manager for Quality Street, said: “We are so proud that the UK public has recognised Quality Street as the food and drink brand that Christmas wouldn’t be Christmas without. Each year, Quality Street brings people their favourite sweets in special tins, tubs and pouches that let people embrace a family favourite tradition.
We never lose sight of the special place that Quality Street has in people’s hearts, and as we move into a more sustainable future, we do all we can to give our beloved customers the best of our brand.”
In November, Quality Street teamed up with broadcaster, author and barrister, Rob Rinder MBE, for its PR activation on the paper tub trial – the hottest ‘case’ of the festive season.
The campaign includes the nation’s favourite legal expert, Rob Rinder, putting the paper tub on ‘trial’ and overseeing the courtroom proceedings, creating a dramatic trailer fit for one of the most hotly contested subjects of our time: the iconic Quality Street container.
Rob Rinder, representing the prosecution, defence and judge, said: “I love a good trial so lending my expertise to this case was a pleasure. And despite compelling arguments from both sides, there was only ever going to be one verdict.
The Quality Street recyclable paper tub trial is another bold step in the right direction from my favourite Christmas brand, and it’s been a privilege to be a small part of their sustainability journey. Now we’ve settled that, the court is dismissed, and everyone can enjoy their Christmas.”
¹ Research conducted by OnePoll in December 2024, with a nationally representative sample of 2,000 UK adults.
