They’re the most common gift when you don’t know what to buy, and have been a family favourite for over 80 years. So why then is Cadbury completely changing them?
It’s a good question and one many are asking today after Cadbury announced a major revamp of the famous Roses chocolate range. Not only has the box changed, but the twist wraps have been done away with. Instead, there’s jagged-edged wrappers.
The £3 million makeover is revamp included the new box that blends Cadbury’s signature purple with the sky blue of Roses, reports the Mirror.
That’s not all: hazel in caramel – formerly hazelnut – and coffee escape have been redesigned with smooth contours to ensure they “melt in the mouth easily and result in a longer moment of joy”.
Cadbury has assured customers that both pack sizes and recommended retail prices remain the same.
Cadbury said the old wrappers tended to come undone, leaving the chocolate to become stale or to transfer the flavour to others in the box.
From now on all Roses chocolates will have ‘flow wrappers’, says Cadbury marketing manager Claire Low. “The number one complaint about Cadbury Roses in 2014 was around the issue of poorly wrapped chocolates tainting the flavours of other chocolates in the tub. We wanted to take steps to ensure quality is of the highest standard in every pack.
“Although we appreciate there may be some traditionalists who still love the old twist wrap, it is important to us to ensure that we listen to the majority of our customers and address their issues by delivering Cadbury Roses in the highest quality”.
Dave Shepherd, head of innovation at Cadbury, said: “Holding the chocolate in your mouth and letting it melt slightly before you bite will allow for maximum flavour and the moment of enjoyment will last even longer.
“That’s why we’ve opted for this new design, as the more rounded and smoother shape fits better to the contours of your mouth, creating a better melt in the mouth experience”.
Whatever way you label it, consumers aren’t happy.
What they used to look like: