Cadbury Introduces New Candy Wrapper Design To Curb Over-Snacking In One Sitting

Photo 107630266 © Denismart | Dreamstime.com

Do you have a snacking problem? You can shift some of the blame to the way wrappers are designed, perhaps—though you won’t be able to do it for long with Cadbury’s all-new packaging envisioned for portion control.

According to a report by Confectionery News, the new ‘Twist Wrap’ design, created exclusively for  Duos candy bars, features a “memory technology solution” that retains the shape and quality of the uneaten half with a simple twist and seal. Consumers can then save the rest of the candy for later.

The packaging will be used on Cadbury Dairy Milk, Wispa, Wispa Gold, Boost, and Double Decker Duo bars, all of which contain two mini candy bars per pack. This is why the new wrappers are designed to store the sweets in halves.

Image via Morrisons

The overhaul is part of Cadbury parent Mondelez’s promise to encourage healthier, more mindful lifestyle habits. As quoted by LADbible, it’s to ensure that customers don’t feel too tempted to “wolf down” the treats at one go, empowering them to manage their daily calorie intake more wisely.

Kelly Lawrence, Brand Manager for Cadbury, shared in a statement that the new packaging is being launched following positive reactions from an early test. “Duos twist and seal are a great option for when you want to indulge in a sweet treat and then easily reseal and save the remainder of the product for later,” she added.

Since Duo bars are specific to the UK, the design will likely be limited to the country for now. The twistable variations will hit stores beginning this month.

[via LADbible and Confectionery News, images via various sources]