Cadbury’s new ‘twist’ wrapper
Mondelez International-owned Cadbury is rolling out new packaging for its Duo of chocolate bars.
The ‘Twist Wrap’ packaging allows consumers to twist and seal half of a chocolate bar, in order to save for later. The innovation is founded on ‘memory’ technology, meaning that a single twist is enough to preserve the flavour, texture and shape of the bar.
Cadbury’s says the innovation aims to encourage ‘mindful snacking’.
“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,” said Kelly Lawrence, Brand Manager for Cadbury.
“We 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.”
As of this month, the new ‘Twist Wrap’ will be available for Cadbury’s Wispa, Wispa Gold, Boost, Double Decker, and Dairy Milk products.
Image source: Cadbury