Candy/ confectionery / Vertical Markets / Product of the Week

Chocolate brand plays up more joyful packaging

Cadbury Dairy Milk introduces new packaging.

May 20, 2014
Trans

Indian chocolate brand, Cadbury Dairy Milk, has introduced an all-new modern and playful packaging for its milk chocolate as well as for Cadbury Fruit and Nut, Crackle and Roast Almond. This shift to the new design is being implemented across the globe and the new packaging has already been introduced in several countries including the UK and Australia. The new 'say what you see' packaging design has been developed by the global Cadbury Dairy Milk team in partnership with leading design agency Pearlfisher (pearlfisher.com).

Speaking on the new packaging and recipe change, Siddhartha Mukherjee, Director, Chocolate Category & Media, Cadbury India Ltd says, "At Cadbury, we are always exploring avenues to create and maintain consumer excitement. The last packaging change on Cadbury Dairy Milk happened almost 5 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."

Cadbury Dairy Milk enjoys a special place in the hearts of consumers and has a strong association with happiness. This move to the new packaging will further cement this positive association and build on the joy factor. As a part of the new design, product shots will be replaced by 'imaginative, joyful expressions of each flavor'. 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 is retained and brighter colors have been introduced to improve on-shelf presence. The new look is more modern and joyful, while proudly keeping the identity of Cadbury Dairy Milk that has been a part of the brand's heritage since 1905. This new packaging brings out the personality of the brand in a generous, optimistic and spontaneous design.

In addition to the packaging change, Cadbury Fruit and Nut, Crackle and Roast Almond will also be undergoing a recipe and mold change for the first time since they were introduced almost 10 years ago. To give consumers more of what they love, inclusions like nuts and crispies are going to be increased in the new recipe. Now there will be 50% more almonds in the new Roast Almond. Similarly, more crispiness and nuts in Crackle and Fruit & Nut, respectively, will give consumers more of what they love with each bite with more almonds and increased inclusions.

 Additionally, the change in the mold means that the new variants will 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. 

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