“Holding the chocolate in your mouth and letting it melt slightly before you bite will allow for maximum flavour and the moment of enjoyment will last even longer.”
Cadbury’s Chocolate has been a long-selling staple in Birmingham’s confectionary history. But now it seems the traditional chocolatiers are changing up their Roses selection.
The new advances see alterations in the shape of two major favourites as well as the introduction of sealed flow-wrappers with easy-tear jagged edges, “in a move to address consumer complaints.”
As well as an outer revamp, customer favourites like Hazel in caramel and Coffee Escape have been privy to the make-over treatment
The Sweet-treats have been redesigned with smooth contours to ensure they “melt in the mouth easily and result in a longer moment of joy.
Dave Shepherd, head of innovation at Cadbury, said: “Holding the chocolate in your mouth and letting it melt slightly before you bite will allow for maximum flavour and the moment of enjoyment will last even longer.
“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.”
The £3 million makeover unravels the new packaging, which sees the blending of Cadbury’s signature purple with the distinctive sky blue of the Roses Box.
Cadbury, recently taken over by American firm Kraft, has assured customers that both pack sizes and recommended retail prices remain the same.
Last year, the renowned chocolatiers caused outrage amongst choc-lovers when it replaced traditional wrappers and reduced the tub size for the fourth time in four years.
But Cadbury insisted the wrapper makeover addressed complaints that chocolates were likely to fall out of the old fashioned foil-wrapping as well as stronger flavoured treats like Coffee Cream infusing with the other chocolate selections.
The new foil packaging will ensure that’s the chocs retain their freshness and none accidentally become unwrapped in the box.
The new design will be finalised over the next few months, while the new chocolate shapes and wrapping will appear in shops from the end of this month.
Cadbury marketing manager Claire Low said: “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. We wanted to take steps to ensure quality is of the highest standard in every pack.
“Although we appreciate there may be some traditionalists who still love the old twist wrap, it is important to us to ensure that we listen to the majority of our customers and address their issues by delivering Cadbury Roses in the highest quality.”
