The new Twist Wrap packs feature a portion control mechanism that allows shoppers to “twist to seal” and save half for later.
The new packaging uses memory technology, meaning the wrapper stays twisted by a single twist “preserving fresh flavour, texture and shape”.
The format will roll-out from the end of January across five key members of the Cadbury Duos portfolio – Cadbury Wispa, Cadbury Wispa Gold, Cadbury Boost, Cadbury Double Decker and Cadbury Dairy Milk.
The Cadbury Duo range makes up 24% of the Duo market, the brand said, and the majority of Duos shoppers are unique to the format so it is a “valuable offering for retailers”.
The packaging innovation underscores Mondelēz International’s commitment to “help promote healthier snacking to consumers”, with a focus on portion control being recognised as “one of the most effective ways of helping people balance their calorie intake”.
Kelly Lawrence, brand manager for Cadbury at Mondelēz International, said: “Following good results during concept testing, we are 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.
“We have 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.
“Duos are the growth driver of singles, particularly in the independent convenience channel, so an important part of any retailer’s chocolate range.”
