MAM

Cadbury Dairy Milk repackages, again

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MUMBAI: Reinvention is the new mantra for brands to survive in the competitive world. And some brands don’t hesitate in going under the knife over and over again to keep the buzz alive in the market.

In November last year, Cadbury Dairy Milk introduced an all-new modern and playful packaging for its variants (Milk Chocolate, Fruit and Nut, Crackle and Roast Almond).  The shift to the new design has already been 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 design agency Pearlfisher. The packing revamp is the 21st re-design for the brand’s 108 year history.

Speaking on the new packaging and recipe change, Cadbury India chocolate category & media director Siddhartha Mukherjee says, “At Cadbury we are always exploring avenues to create and maintain consumer excitement. The last packaging change on Cadbury Dairy Milk happened almost five 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.”

Brighter colours

As per the brand, the 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.

Moulding the sweetness

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 per cent 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, in an attempt to enhance the overall chocolate experience.

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