Chocolate giant launches portion control packaging solution

CADBURY has revealed a new portion control packaging solution for its Cadbury Duos range.

Cadbury Duos Twist Wrap unlocks a portion control mechanism, allowing consumers to twist to seal and save half for later.

Described as a first for a chocolate brand in the UK, the new packaging is made using a memory technology solution, meaning the wrapper stays twisted by a single twist, which Cadbury explained preserves fresh flavour, texture and shape.

The new bars will start to appear from the end of January, with the packaging to be rolled out across five members of the Cadbury Duos portfolio: Cadbury Wispa, Cadbury Wispa Gold, Cadbury Boost, Cadbury Double Decker and Cadbury Dairy Milk.

The innovation is said to underscore Mondelēz International’s commitment to help promote healthier snacking, with a focus on portion control being recognised as an effective way of helping people balance their calorie intake.

Kelly Lawrence, brand manager for Cadbury at Mondelēz International, said, “Following good results during concept testing, we’re 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’ve 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.”