Cadbury has launched a new style of packaging aimed at helping people ration their favorite treats. The confectionery giant has unveiled new, innovative ‘twist and seal’ wrappers that allow chocolate fans to have a bite of bars such as Dairy Milk, Wispa, Double Decker and Boost, and save the rest for later.
The move is being seen as a bid to help people cut down calories by resisting the urge to eat a bar in one sitting.
In the past those trying to limit their chocolate intake have had to keep them unprotected in torn wrappers, often creating a mess in pockets and bags. But the new “memory technology solution” – which is being introduced for bars in Cadbury’s Duo range and hit the shelves this month – means bars can be properly resealed to enjoy later.
The company called it “mindful snacking” and said it reflected their “commitment to encourage healthier snacking”.
“We’re so excited to announce the new twist wrap packaging for our Duos range this year,” brand manager Kelly Lawrence said. “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. We are excited to see what they think of this new product.”
Parent company Mondelez International said the new wrappers would help with portion control as it was “being recognized as one of the most effective ways of helping people to balance their calorie intake”.
Cadbury said there would be no increase to the recommended retail price of 80p for bars in the new packaging.