A ‘category first’: Cadbury unveils portion-controlled Twist Wrap packaging across Duos range

New 'category-first' pack requires a single twist to preserve bar's flavour and shape for later consumption, supplier says

cadbury duos twist wrap

Mondelez is rolling out a new portion-controlled packaging across its Cadbury Duos range.

The new Twist Wrap packaging allows consumers to twist to seal and save half the product for later consumption. The supplier claims that this packaging is a category-first.

It will roll out from the end of January across five Cadbury Duo lines: Wispa, Wispa Gold, Boost, Double Decker and Dairy Milk. Cadbury’s Duo range makes up 24% of the Duo bar market.

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Kelly Lawrence, brand manager for Cadbury at Mondelez, 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.

“Duos are the growth driver of singles, particularly in the independent convenience channel, so an important part of any retailer’s chocolate range.”

Mondelez recommends that retailers range Cadbury Duos alongside standard single formats in their confectionery fixture.

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