Reboots. Everything is getting rebooted, remixed and revamped nowadays.
Cadbury’s chocolate is the next beloved item to get the “gritty reboot” treatment. This week the chocolate manufacturer revealed Cadbury’s Roses will be getting a wholesale revamp.
In a makeover costing £3 million, two of our favourite selections will be changing shape, twist ties will be dumped and they’ll be a new, ‘sleeker’ box design.
The new easy-tear jagged edge wrapper that will feature in Roses boxes.
New easy tear jagged edge wrappers have been introduced “in a move to address consumer complaints” and keep chocolates fresher for longer.
Cadbury 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.”
Roses fan favourites Hazel in Caramel – and Coffee Escape have also been tweaked. Both chocolates now feature smooth contours to ensure they “melt in the mouth easily and result in a longer moment of joy”.
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.
The new box is set to arrive in stores sometime next year. Cadbury have moved to reassure customers the redesign will not see a change in pack sizes or price in Roses
It’s certainly a bold change for chocolate traditionalists who have been up in arms since Cadbury’s sale to American company Kraft back in 2010.
Claire was quick to reassure those worried that the new changes will only improve the product. “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.”
So there you have it. Still the same old Cadbury’s you gift to family and teachers at the end of term. Just… sleeker.
What do you think about the changes to Cadbury’s Roses? Send in your thoughts to hello@JOE.co.uk, or drop us a message on Facebook.
