More than 200,000 paper tubs will begin rolling out to selected Tesco stores next week, carrying around 150 tonnes of Quality Street.
The tub, which is suitable for home recycling, has a “luxurious design”, embellished with gold foil.
It features an integrated reclose feature, so it can be shut securely after opening.
The packaging innovation was subjected to “significant testing” to ensure food quality and freshness was maintained during transportation and storage.