Cadbury, a trademark of Mondelez International, is introducing the Twist Wrap packaging solution for its Duos line, which allows consumers to munch in tiny pieces by twisting and sealing the container after ingesting half of the chocolate bar.
This is the first time the solution has been applied to a chocolate brand in the UK, and Cadbury describes it as a boost for “better portion management” and “more conscious snacking.”
The new packaging, which will be available later this month, is built with a memory technology solution, which means that the wrapper stays twisted by a single twist and retains fresh flavour, texture, and form.
“We’ve invested a lot of effort and money on portionable packaging as a means of allowing people to munch more mindfully, and we’re interested to see what shoppers think,” says Kelly Lawrence, brand manager at Cadbury at Mondelez International.
According to Innova Market Insights, product convenience is a packaging priority in confectionery, particularly chocolate, for 31% of UK customers. Meanwhile, 17 percent of those polled believe that on-the-go product usability is a top concern in this category.
The Cadbury launch comes on the heels of Mondelez International’s annual State of Snacking research, a worldwide consumer trends study that looks at how consumers make snacking decisions, with mindfulness and well-being considerations playing an increasingly important part.
Cadbury says it aims to assist consumers support better eating, with an emphasis on portion control.
Packaging for portion control
The firm claims it hopes to encourage healthier snacking to customers by unveiling the packaging innovation, with an emphasis on portion management being acknowledged as one of the most effective ways of helping individuals balance their calorie consumption.
Mondelez has just released its annual State of Snacking study. “Following positive results during concept testing, we’re thrilled to debut the new packaging this year, allowing buyers to indulge in a sweet treat then quickly reseal and keep the balance of the product for later,” Lawrence explains.
“Duos are the growth driver of singles, particularly in the independent convenience channel,” she says, “thus a crucial element of any retailer’s chocolate selection.”
Cadbury said the packaging will be introduced across five core Cadbury Duos products: Cadbury Wispa, Cadbury Wispa Gold, Cadbury Boost, Cadbury Double Decker, and Cadbury Dairy Milk.
Cadbury also announced intentions this year to use 30 percent recycled plastic in Dairy Milk chocolate bar wrappers beginning in 2022. The step will guarantee that Dairy Milk’s 28 million chocolate bars, manufactured in Bournville, UK, and sold in the UK and Ireland, comply with the imminent UK Plastic Packaging Tax.