Pearlfisher Redesigns Milk Tray Packaging

Pearlfisher has given more prominence to the Milk Tray brand, which had previously been overshadowed by the Cadbury logo. The typeface has also been embossed.

01/04/08 Pearlfisher has redesigned the packaging for Cadbury Milk Tray, giving it new typography and adding "warm hues and subtle tones" to the Cadbury purple.

The updated packaging will be unveiled next month to drive growth in the £19.6m brand.

Pearlfisher has given more prominence to the Milk Tray brand, which had previously been overshadowed by the Cadbury logo. The typeface has also been embossed.

The cartons were printed in five colours plus all-over satin varnish and a spot gloss varnish by Chesapeake Branded Packaging in Bradford. Stora Enso provided the Performa White cartonboard.

Pearlfisher creative director Shaun Brown said: "This was about taking the best from the past and ensuring the packaging is loved as much as the brand in the future."

Cadbury said the design changes to Milk Tray were part of the firm's 'Purple Goes Green' commitments to reduce packaging.

The new Milk Tray range is in smaller sizes of 200g (rrp £2.99) and 400g (£5.99), instead of the previous 227g (£3.09) and 454g (£6.15).

The 200g pack also has improved on-shelf stability so that it can be retailed in its shelf-ready packaging.

In addition, a 600g box (£9.99) is available in shelf-ready packaging and larger outer sizes for retailer convenience.