The new design, the 21st major redesign in its 108-year history, has a more modern look, while keeping the identity that has been a part of the company’s heritage since 1905.
The new look will retain the Cadbury ‘Glass and a Half’ logo, but has replaced the classic chocolate shots with ‘expressions’ of each flavour and key ingredients.
The first variants to hit the shelves will be Cadbury Dairy Milk, Cadbury Dairy Milk Whole Nut & Cadbury Dairy Milk Fruit and Nut. In addition, Cadbury will introduce an on-pack QR code, which, when activated, will deliver content ‘designed to make people smile’.
Matthew Williams, marketing director at Mondel?z International, said: “Cadbury Dairy Milk is a true icon in the UK and worldwide. With our new packaging, we hope to bring out the personality of the Cadbury Dairy Milk brand in a generous, optimistic and spontaneous design, while celebrating the links with our past.”
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