Cadbury Roses makeover ditches twist-off wrappers and chocolate shapes

Twist off: The traditional wrappers are set to be a thing of the past
Rex
Hannah Al-Othman21 April 2016

In yet another break with tradition, Cadbury has announced plans to ditch the twist-off wrappers from its Roses chocolates, which date back to 1938.

The US owners of the the company are also changing the shape of two of the chocolates, the hazel in caramel and the coffee escape.

Its tradional twist-off wrappers are to be replaced with more modern tear-off ‘flow wrappers’, which are sealed around the chocolate and removed by tearing a jagged edge.

The well known crescent shape of the much-loved hazel in caramel is set to be replaced with a rounded square, which the company claims is a better fit for the mouth.

New design: they will be replaced with more modern tear-off wrappers 
Cadbury

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 new wrapper design will hit the shelves before the end of this year, while the new chocolate shapes will be found in boxes from later this month, in a £3 million brand makeover.

Cadbury, a historic British brand, was controversially taken over by American firm Kraft in 201, and is now owned by US firm Mondelez.

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."

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