Cadbury was inspired by the idea of an “informal wrapped present” and so had the product’s name written on a gift card to reinforce the gifting idea.
The new design has been designed to appeal to the younger consumer, without alienating the longstanding consumers of the brand.
Cadbury trade communications manager Kate Harding said the established Roses brand continues to be the preferred gift to share worth £73.1m.
“The new design will give retailers something new and exciting to offer consumers within the gifting category, which is particularly important given that Spring occasions, including Valentine’s Day, Mother’s Day and Easter, are just around the corner,” she said.
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