The packaging revamp is the 21st major resign in the brand’s 108 year history.
Mondelez has modernized the font and included on pack QR code which can deliver interactive media content when activated on mobile platforms.
The firm has retained the Cadbury Glass and a Half logo, but has replaced the classic chocolate shots with images of each flavor and key ingredients.
“The brighter colors are designed to help customers find their favorite bar on-shelf more easily,” said the firm in a statement.
Matthew Williams, marketing director at Mondelez International, said: “With our new packaging, we hope to bring out the personality of the Cadbury Dairy Milk brand in a generous, optimistic and spontaneous design, while celebrating the links with our past.”
The new packs include a reclose feature, which was met with a mixed repose on Cadbury Dairy Milk’s Facebook page.
“Reclose reclose who recloses chocolate for heaven’s sake?” said one user, while another said: “Resealable packaging is great for those of us who don’t make pigs of ourselves.”
Cadbury UK’s Dairy Milk uses Fairtrade certified cocoa beans and fresh milk from the British Isles. The revamped packaging carries the Fairtrade logo front of pack.
Soon after shape changeCalories per portion and for the whole bar are also printed on the front of the pack, but sugar and fat content appears on the back.
The pack resign marks the second major change to the Cadbury Dairy Milk brand in as many years.
Last year, Cadbury Dairy Milk moved from a rigid block to a rounder shape. Recent research found that changing the shape of chocolate can alter taste perceptions, but it said that a round shape was one of the best for melting and smoothness.
Cadbury’s new packaging, which be introduced this month won a gold award at global design Pentawards 2013.