Mondelēz revives iconic Roses brand switching to tear-off wrappers

By Jenny Eagle

- Last updated on GMT

Mondelēz revives iconic Roses brand switching to tear-off wrappers

Related tags Chocolate Cadbury plc

Mondelēz has revived its iconic Cadbury Roses brand as part of a £3m ($4.3m) campaign to redesign the chocolates, its packaging, and switching to tear-off wrappers.

The company has introduced ‘flow wraps’ keeping the chocolates fresher for longer following complaints by consumers the sweets were becoming unwrapped in the box.

Tubs, cartons & sharing bags


The first of these flow-wrap designs was introduced in 2015, but the roll-out has now been extended to all shapes and sizes of chocolates within the pack.

The number one complaint about Cadbury Roses in 2014 was around the issue of poorly wrapped chocolates tainting the flavours of other chocolates in the tub​,” said Claire Low, marketing manager, Cadbury.

Although we appreciate there may be some traditionalists who still love the old twist wrap, it is important we listen to the majority of our customers and address their issues by delivering Cadbury Roses in the highest quality​.”

As the first of the planned changes, Cadbury Roses will introduce Hazel in Caramel and Coffee Escape chocolates in its tubs, cartons and sharing bags from the end of April 2016.

The former, in its crescent-shaped form, is a Roses favourite. The company said the new shapes, with smooth contours, “melt in the mouth easily.”

The new-look Cadbury Roses boxes and tubs will still feature a rose at their centre, which will stand out on a background of Cadbury purple and classic blue but with a modern 20th Century look.

Dave Shepherd, head of innovation, Cadbury, told ConfectioneryNews, holding the chocolate in your mouth and letting it melt slightly before you bite will allow for maximum flavor.

More rounded & smoother shape

That’s why we’ve opted for this new design, as the more rounded and smoother shape fits better to the contours of your mouth, creating a better melt in the mouth experience​,” he added.


Cadbury Roses heritage 

  • 1938 — Cadbury Roses launches in UK
  • 1960’s — Comedian Norman Vaughan fronts the Roses TV ad campaign using the tagline ‘Roses Grow on You’
  • 1975 — Cadbury Roses brings in the iconic blue packaging that remains today
  • 1979 — Cadbury Roses brings in the ‘Thank You Very Much’ phrase for the first time
  • 2008 — Cadbury marks the 70th anniversary of Roses by introducing a new pack design
  • 2014 — Cadbury announces £75m investment in manufacturing at the home of Cadbury Roses in Bournville to secure production at the site for generations to come
  • 2015 — Cadbury Roses unveils packaging design and adds a chocolate; Almond Caramel Bite. The chocolate wrappers are redesigned with a ‘flow wrap’ to stop chocolates from becoming unwrapped in the box, and the box is given a modern 20th Century look

Mondelēz is planning a number of activities throughout the year to publicize the rebranding, to celebrate what makes Cadbury Roses special, and to show the evolution in changing consumer tastes.

Just as we have done recently for Cadbury Milk Tray, we want to revive another of our great British brands, while remaining true to what makes it so special​,” added Low.

We want to take the British public on this journey with us, and for what promises to be a very exciting year ahead for the brand. It’s time for Cadbury Roses to take its much deserved time in the spotlight and to develop an updated offering that is even more gift-worthy than ever​."

Cadbury’s Milk Tray unveiled a new packaging design and the launch of three flavours in celebration of its 100th​ birthday last year.


The redesigned box features a series of stand-out, fun chocolate icons that represent the products inside, and a Royal Warrant on the front of the pack.

The changes to Cadbury Roses form part of a wider £75m ($108m) investment in manufacturing at Cadbury’s HQ in Bournville, UK.

The US parent group has announced a major upgrade in plant equipment to bridge the productivity gap with Europe and pave the way for Bournville to become a ‘world-class manufacturing site.’

A spokesman for Mondelēz told ConfectioneryNews; 'the new packaging lines are quicker, twist wrapping machines could wrap as slowly as 450 a minute, while the new lines produce over a 1,000 a minute, adding: ‘This is the first significant investment in the machinery that makes Cadbury Roses in over 30 years, and as a result consumers will see an improved level of quality in their chocolates.’

About 1.2 million Cadbury Creme Eggs, 5.5 million blocks of chocolate, 400 million Dairy Milk Buttons, more than a million Wispa bars and 10 million chocolates such as Cadbury Roses and Heroes are made in Bournville every day.

Since the acquisition of Cadbury in 2010 by Kraft Foods (Mondelēz International), the company said more than £130m has been invested in its UK operations.

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