2014-05-01 09:24:58 - ~New modern playful, joyful Packaging~
~Cadbury Fruit and Nut, Roast Almond and Crackle with more nuts and crispies than even before~
Bangalore, MAY 1, 2014: India’s favorite chocolate, 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.
Speaking on the new packaging and recipe change, Siddhartha Mukherjee, Director, Chocolate Category & 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 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 colours 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 mould 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 mould 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.
About Cadbury India
Cadbury India Ltd. is a part of Mondelēz International Inc. Cadbury India operates in five categories - chocolate confectionery, beverages, biscuits, gum and candy. In the chocolate confectionery business Cadbury has maintained its undisputed leadership over the years. Some of the key brands asCadbury Dairy Milk, Bournvita, 5 Star, Perk, Bounrville, Celebrations, Halls, Choclairs, Tang and Oreo.
About Mondelēz International
Mondelez International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse, with 2013 revenue of $35 billion. Creating delicious moments of joy in 165 countries, Mondelez International is a world leader in chocolate, biscuits, gum, candy, coffee and powdered beverages, with billion-dollar brands such as Cadbury, Cadbury Dairy Milk and Milka chocolate, Jacobs coffee, Oreo, LU and Nabisco biscuits, Tang powdered beverages and Trident gum. Mondelez International is a proud member of the Standard and Poor's 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com and www.facebook.com/mondelezinternational.
Cadbury India Ltd
Astha Tandan Pereira