Mondelēz’s Cadbury chocolate brand launches Twist Wrap packaging for healthier snacking

21 Jan 2022 --- Mondelēz International’s brand Cadbury is launching the Twist Wrap packaging solution for its Duos range, allowing consumers to snack in small portions by twisting and sealing the package after consuming half of the chocolate bar. 

The move marks the first time the solution has been applied to a chocolate brand in the UK, in what Cadbury labels a boost for “better portion control” and “more mindful snacking.”

The new packaging, available this month, is made using a memory technology solution, meaning the wrapper stays twisted by a single twist and preserves fresh flavor, texture and shape.

“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,” says Kelly Lawrence, brand manager at Cadbury at Mondelēz International.

According to Innova Market Insights, 31% of UK consumers see product convenience as a packaging priority in confectionery, including chocolate. Meanwhile, 17% say product usability on-the-go is a priority in this category.

The Cadbury launch shortly follows Mondelēz International’s annual State of Snacking report, a global consumer trends study examining insights on how consumers make snacking decisions, with mindfulness and well-being considerations playing an increasingly important role.Cadbury says it wants to help promote healthier snacking to consumers, with a focus on portion control.

Portion control packaging
By launching the packaging innovation, the company says it wants to promote healthier snacking to consumers – with a focus on portion control being recognized as one of the most effective ways of helping people balance their calorie intake.

Mondelēz recently launched its annual State of Snacking report.Lawrence says: “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.”

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

Cadbury says the packaging will be rolled out across five key members of the Cadbury Duos portfolio: Cadbury Wispa, Cadbury Wispa Gold, Cadbury Boost, Cadbury Double Decker and Cadbury Dairy Milk.

Last year, Cadbury also announced plans to incorporate 30% recycled plastic in Dairy Milk chocolate bar wrappers from 2022. The move will ensure Dairy Milk’s 28 million chocolate bars made in Bournville, UK, and sold in the UK and Ireland, meet the impending UK Plastic Packaging Tax requirements.

By Natalie Schwertheim