It will also introduce reseal wrapping to its Dairy Milk chocolate bars.
Shelf ready
Tony Bilsborough, external communication manager at Kraft Foods told ConfectioneryNews.com: “It’s important that bars stand upright on shelf because it helps visibility. The more visible the bar is to the shopper, the more likely it is to be purchased.”
Previously bars had been laid flat in their cases which Cadbury believed made it hard for shoppers to see.
Nick Bunker, UK president for Kraft, said: "Shelf-Ready Packaging allows retailers to simply remove the front of the case containing the chocolate bars and put it straight on to the stores' shelves.”
The cases will be spring-loaded meaning products will be pushed forward each time one taken from the shelf.
£6m investment
Bilsborough confirmed that a £6m (€7.2m) figure reported in the national and local press was accurate and related to the amount of manufacturing investment Cadbury had spent within its factories to produce the new packaging.
He said that he was not aware whether Kraft had used upright packaging outside the UK.
Bilsborough refused to reveal whether the company had plans to introduce shelf ready packaging for its other brands.
Production of the display units will take place at Cadbury's facility in Birmingham, UK and is expected to start in the first half of this year.
Reseal
Bunker added: “Cadbury Dairy Milk will also be wrapped in ‘easy open, easy close’ material that allows consumers to reseal the wrapping and keep the chocolate fresh.”
The innovation comes just a month after Kraft announced it was to invest £50m (€60.3m) in chocolate and biscuit manufacturing in the UK.
Last month it declared plans to add a £6m (€7.2m) biscuit line at its confectionery plant in Sheffield, UK.