Cadbury stands out from the crowd

5 January 2012 – Kraft believes Dairy Milk bars are too hard for shoppers to see and consequently is planning to spend £6 million (€7.3m) on new packaging for its Dairy Milk, Whole Nut and Fruit and Nut bars – this news comes just weeks after announcing plans to axe 200 jobs at Cadbury factories at Bournville, Chirk in Wrexham, Wales, and Marlbrook, Herefordshire, from March.

The redesigned plastic packs will see the three products stand upright on the shelf, ensuring they stand out. The bars will be stacked vertically rather than horizontally and will use a spring mechanism to push the bars to the front of the pack when one is taken, as well as preventing them from falling over. For the past 186 years, Cadbury’s slabs of confectionery have been stacked flat in boxes at checkouts.

The packs will also feature a resealable flap, keeping the chocolate fresh.

The suppliers of the equipment and packaging had not been revealed.

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