Cadbury are completely changing their Roses chocolates 12



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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 Roses revamp
via the Mirror. 

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.

Cadbury Roses revamp
via the Mirror.

“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.

Tell us, do you think it’s right that Cadbury Roses have changed? Will you still buy them?



What they used to look like:

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  1. Probably better to change the wrapper if there have been issues. I haven’t bought any for years and probably wont buy any in the foreseeable future. Went off Cadbury’s chocolate big time when they changed the recipe and even when they said they had gone back to the original still didn’t like it. Far too sweet and not chocolatey enough once you get used to other brands.

  2. No I certainly will not be buying them. No fancy new wrappers and instructions on how to eat chocolates to one who has been doing so for 76 years is going to make any difference to the fact that they taste awful! Back before they were bought out – Cadbury’s Roses were a delight to experience. Then they changed the chocolate and the smooth and flavoursome filling for some tasteless, crunchy, sugary confection that nobody in their right mind would pay Cadbury prices for. There are nicer imports at half the price. Even plain Cadbury milk chocolate has changed taste and texture. I no longer buy it. BTW whoever owns ‘Quality Street’ now has done an even worse job and Christmas will never be the same!

  3. Loved Roses all my life, what a joke, have never had a wrapper come undone or an issue with stale chocs. Have had with other brands though. People buy Roses because they like the taste! Hint Hint! Cadbury’s took over Red Tulip and changed the Rabbits, the chocolate elegant Rabbit now tastes like a cheap rabbit from the $2 shop! We no longer buy them, end of a family tradition! The Cadbury’s facebook site had so many complaints that they no longer show complaints!

  4. Cadbury can do whets ever they want I am happy to purchase my chocolate from ALDI, as it is Belgium, yum.

  5. After fighting to get the wrapper off what a disappointment to find they don’t taste the same. Sorry no go

  6. I will no longer buy anything from Cadbury, since they took on the halal idea!….

  7. I will no longer buy anything from Cadbury, since they took on the halal idea!….

    1 REPLY
    • that is the best reason to drop them, no longer keen on Cadbury either

  8. Darryl yes I buy from Aldi must better chocolate. Even though I should not eat it but love Belgium Chocolate and Swiss is excellent also.

  9. Since the E appeared on their products I feel it is offensive (well everyone gets offended nowadays don’t they?). The best chocolate I’ve ever tasted came from Norway – OMGoodness what a taste sensation!

  10. I won’t buy Cadbury chocolates because they use un-certified palm oil.

  11. I won’t be buying them, fancy changing something that has been so yummy for so many years. Add to that, the fact they went Halal and tried to keep it quiet, see if the Moslem population will prop up their falling sales. Sorry , we now buy only LINDT! Taste so much better and no bowing to the Moslems!

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