Mindful snacking

Cadburys introduce ‘Twist Wrap’ packaging solution for Duos

By Anthony Myers

- Last updated on GMT

Related tags Cadbury

Cadbury's new Twist Wrap packaging, believed to be a first for a UK brand. Pic: Mondelēz International
Cadbury's new Twist Wrap packaging, believed to be a first for a UK brand. Pic: Mondelēz International
Cadbury is introducing a new ‘Twist Wrap’ packaging solution that will allow consumers to twist and seal half of a chocolate bar from its Duos range to keep for later, to encourage more mindful snacking.

As a first for a UK chocolate brand, the new packaging encourages reduced portions by using a memory technology solution to ensure that a single twist is enough to maintain the flavour, texture, and shape of the remaining half of the chocolate bar.

Customer favourites, including Cadbury Wispa, Cadbury Wispa Gold, Cadbury Boost, Cadbury Double Decker, and Cadbury Dairy Milk, will all be sold in the new packaging and should be in shops from February 2022.

According to Mondelēz, the Cadbury Duo range makes up 24% of the so-called ‘duo market’, with the company adding that the majority of people who buy confectionery duos stick exclusively to that format. This reportedly makes it a “valuable offering” to retailers.

The new packaging is part Mondelēz's commitment to promoting healthy lifestyle choices, with portion control seen as a key to helping consumers balance calorie intake.

Kelly Lawrence, Brand Manager for Cadbury said: “Following good results during concept testing, we’re excited to announce the new packaging this year, allowing shoppers to indulge in a sweet treat then easily reseal and save the remainder of the product for later. We’ve put a lot of time and investment into portionable packaging as a way of empowering consumers to snack in a more mindful way, and we are excited to see what shoppers think.

“Duos are the growth driver of singles, particularly in the independent convenience channel, so an important part of any retailer’s chocolate range.”

Related topics Processing & Packaging

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