Mondelez International subsidiary Cadbury India has introduced new packaging for its Dairy Milk products in chocolate, fruit and nut, crackle and roast almond flavours.
Product shots have been replaced by imaginative expressions of each flavour and brighter colours have been introduced.
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Developed by the global Cadbury Dairy Milk team in co-operation with design agency Pearlfisher, the new ‘say what you see’ packaging has already been introduced in countries including the UK and Australia.
Cadbury India chocolate and media director Siddhartha Mukherjee said that the last Cadbury Dairy Milk packaging change took place almost five years ago in India, making it the right time to introduce the new global packaging.
“At Cadbury, we are always exploring avenues to create and maintain consumer excitement,” Mukherjee said.
Cadbury Fruit and Nut, Crackle and Roast Almond will also be undergoing a recipe and mould change for the first time, in addition to the packaging change.
“Additionally, our consumer research shows that inclusions like nuts and crispies are preference drivers in this category, thus making sense for us to enhance our recipes in line with consumer needs,” Mukherjee added.
Image: Cadbury Dairy Milk products with the new packaging. Photo: Courtesy of PR NEWSWIRE INDIA – Cadbury Dairy Milk.
