Kraft To Start A £6 Million Makeover To Its Dairy Milk Packs

Published on Friday, Jan 06 2012

It has been announced this month that Kraft, the owner of Cadbury, has decided to give their main brand Dairy Milk a £6 million packaging facelift.
The makeover will include a number of changes made to the packaging including wrapping the chocolate into resealable plastic packs. It is felt that the Dairy Milk range will benefit from being in a resealable pack so that customers can keep it fresher for longer once opened. The ranges to be repackaged will include Cadbury Dairy Milk, Fruit and Nut and Whole Nut.

In addition to the resealable packaging, Kraft are also developing new shelf-ready packaging which will change the way that the chocolate is stored on the shelf. The packaging will place chocolate bars together in a storage unit and will make it incredible easy for shelf stackers to simply rip off the front and place it on the shelf. The bars will now be displayed vertically rather than horizontally which is said to make them stand out and there is spring mechanism included to push the bars to the front of the packet once one is taken.

Packaging can make an enormous difference to people’s perceptions of the product inside and it could be the differentiating factor between your product and another. Therefore it is incredibly important to get it right. Kraft are hoping that by repackaging the products they will really stand out from the crowd and make them look more inviting for customers.

When Kraft bought Cadbury at the end of 2010, it was seen as a very controversial move and there were concerns that the chocolate would see a deficit in sales. It is hoped this move will help Cadbury to remain one of the most popular chocolate bars on the market.

Wessex Packaging are the experts when it comes to designing bespoke solutions for your packaging needs. We specialise in cardboard and polyethylene packaging as well as die cut cartons and foam packaging. If you need any advice, or would like to find out more about our packaging call us today on 01722 412333.

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