NPD AND MEDIA
PICKS OF THE WEEK – CADBURY
CADBURY LAUNCHES CATEGORY-FIRST PORTION CONTROL PACKAGING The new Twist Wrap mechanism enables consumers wishing to save half for later, to twist and seal packs shut.
Cadbury is rolling out a “category-first” packaging
Cadbury owner Mondelez International said
initiative designed to help chocolate consumers
the development strengthened its commitment to
achieve better portion control and “more mindful
promoting healthier snacking – with portion control
snacking”.
“recognised as one of the most effective ways of
Launching across its Cadbury Duos range, the
helping people to balance their calorie intakes”.
new Twist Wrap mechanism enables consumers
Cadbury Brand Manager Kelly Lawrence said:
wishing to “save half for later,” to twist and seal
“Following good results during concept testing,
their packets shut.
we’re excited to announce the new packaging this
Cadbury says the development is the first of its kind for any chocolate brand in the UK. The new packaging is made using a memory
year, allowing shoppers to indulge in a sweet treat then easily reseal and save the remainder of the product for later.
technology solution, meaning the wrapper stays
“We’ve put a lot of time and investment into
twisted by a single twist – preserving fresh flavour,
portionable packaging as a way of empowering
texture and shape.
consumers to snack in a more mindful way, and
The new bars will start to hit shelves from the
we are excited to see what shoppers think.
end of January with packaging rolled out across
“Duos are the growth driver of singles, particu-
five key variants of the Cadbury Duos portfolio:
larly in the independent convenience channel, so
Cadbury Wispa, Cadbury Wispa Gold, Cadbury
an important part of any retailer’s chocolate range.”
Boost, Cadbury Double Decker and Cadbury Dairy
The Cadbury Duo range makes up 24% of the
Milk.
Duo market according to Mondelez.
WEDNESDAY 19TH JANUARY 2022 / ISSUE 88 / SLRMAG.CO.UK / 27
