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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 initiative designed to help chocolate consumers achieve better portion control and “more mindful snacking”.

Launching across its Cadbury Duos range, the new Twist Wrap mechanism enables consumers wishing to “save half for later,” to twist and seal their packets shut.

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 technology solution, meaning the wrapper stays twisted by a single twist – preserving fresh flavour, texture and shape.

The new bars will start to hit shelves from the end of January with packaging rolled out across five key variants of the Cadbury Duos portfolio: Cadbury Wispa, Cadbury Wispa Gold, Cadbury Boost, Cadbury Double Decker and Cadbury Dairy Milk.

Cadbury owner Mondelez International said the development strengthened its commitment to promoting healthier snacking – with portion control “recognised as one of the most effective ways of helping people to balance their calorie intakes”.

Cadbury Brand Manager Kelly Lawrence said: “Following good results during concept testing, we’re excited to announce the new packaging this year, allowing shoppers to indulge in a sweet treat then easily reseal and save the remainder of the product for later.

“We’ve put a lot of time and investment into portionable packaging as a way of empowering consumers to snack in a more mindful way, and we are excited to see what shoppers think.

“Duos are the growth driver of singles, particularly in the independent convenience channel, so an important part of any retailer’s chocolate range.”

The Cadbury Duo range makes up 24% of the Duo market according to Mondelez.

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