Green & Black's Redesigns to Move Away from Dark Origins

The different flavour variants were previously indicated by a bar of colour at the top of the dark brown wrappers. The different colours now cover the whole wrapper with just a bar of dark brown at the top.

17/04/09 Green & Black's has redesigned its packaging for the first time since the packs that catapulted it into the mainstream hit shelves nine years ago.

The latest incarnation by Pearlfisher, the agency responsible for the previous design, aims to move the chocolate brand away from its dark chocolate roots.

The new designs were first unveiled on Green & Black's Creamy Milk bar, launched in March.

The different flavour variants were previously indicated by a bar of colour at the top of the dark brown wrappers. The different colours now cover the whole wrapper with just a bar of dark brown at the top.

"Each variant is now more easily identified by a striking colour and larger font descriptors, designed to ensure consumers understand the wide range of both milk and dark flavours available," said a spokesperson for the brand.

"Research has shown us that consumers aren't aware that we have an extensive range of milk variants; we hope the new packaging will communicate our milk chocolate credentials," the spokesperson added. Research suggested 20% of consumers believed that Green & Black's comprised solely dark chocolate.

The new designs will be rolled out gradually across the range as the old stock sells through.

The brighter designs are also intended to stand out more in stores.