Cadbury Ltd. Launches New Chocolate Package

Imatra, Finland This fall, Cadbury Ltd. introduced a chocolate package with a modern design to attract young consumers. Stora Enso, based in Imatra, Finland, has provided Cadbury with a bleached, mineral coated board containing CTMP, which has reportedly helped the company create a design that "differs from conventional alternatives.

Imatra, Finland This fall, Cadbury Ltd. introduced a chocolate package with a modern design to attract young consumers. Stora Enso, based in Imatra, Finland, has provided Cadbury with a bleached, mineral coated board containing CTMP, which has reportedly helped the company create a design that "differs from conventional alternatives." Miniature Heroes is the name of the new product recently launched by the candy giant. The package contains miniature versions of familiar chocolate brands produced by the company, such as Dairy Milk, Picnic and Time Out. According to the company, the choice of innovative packaging illustrates the trend of the chocolate industry to constantly seek a new look as package design is one of the most important competitive factors in the field. "Although the traditional box-shaped container is perfectly adequate in many cases, the launch of a new product requires a more imaginative design. Design alone, however, is not enough. The technical properties of the package must be in line with quality values," said Sue Goodby, packaging manager of Cadbury. According to Goodby the company evaluated various package designs in collaboration with a number of design agencies and packaging consultants. The company also tested consumers' preferences regarding different types of packaging before making a final decision. The package design, which was made possible by using CTMP board, proved to be appropriate as it differed from the company's previous chocolate containers. The UK-based company FCP was responsible for converting and implementing the CTMP concept in the project. Cadbury's own panel tested all the packaging materials. The Miniature Heroes container was subjected to an extensive series of tests in which the odor and taste values were assessed. The various grades of the board were then ranked on the basis of the results. The functional and mechanical properties of the package also played a crucial role in the decision as the package would have to keep its shape both in packaging machinery and in the hands of the consumer.