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Variants of Cadbury to undergo packaging, ingredient and mould changes
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Monday, 05 May, 2014, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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fiogf49gjkf0d Cadbury Dairy Milk, has introduced new packaging for all its variants (Milk Chocolate, Cadbury Fruit and Nut, Crackle and Roast Almond). The shift has been implemented across the globe and the new packaging has already been introduced in several countries, including the United Kingdom and Australia. The new ‘say what you see’ packaging design was developed by the global Cadbury Dairy Milk team in partnership with Pearlfisher, one of the leading design agencies.
In addition to the packaging change, Cadbury Fruit and Nut, Crackle and Roast Almond would also be undergoing recipe and mould changes for the first time since they were introduced almost 10 years ago.
Inclusions like nuts and crispies would be increased in the new Crackle and Fruit and Nut recipes respectively, and there would be 50 per cent more almonds in the new Roast Almond.
Additionally, the change in the mould means that the new variants would have curved or rounded edges, instead of the current square cubes, to improve the way the chocolate melts in the mouth, thus enhancing the overall chocolate experience.
Speaking on the new packaging and recipe change, Siddhartha Mukherjee, director, chocolate category and media, Cadbury India Ltd, said, “At Cadbury, we are always exploring avenues to create and maintain consumer excitement. The last packaging change on Cadbury Dairy Milk happened almost five years ago, making it the right time to introduce the new global and joyful packaging in India.”
“Additionally, our consumer research shows that inclusions like nuts and crispies are preference drivers in this category, thus making sense for us to enhance our recipes in line with consumer needs,” he added.
Cadbury Dairy Milk enjoys a special place in the hearts of consumers and has a strong association with happiness. The move to the new packaging would further cement this positive association and build on the joy factor.
As a part of the new design, product shots would be replaced by imaginative, joyful expressions of each flavour.
Each of these designs have been selected in order to communicate more about the product and stay true to the ‘say what you see’ approach. The Cadbury glass-and-a half logo has been retained, and brighter colours have been introduced to improve on-shelf presence.
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