Mondelez International has announced that Cadbury Dairy Milk will undergo a redesign that reflects the brand’s founder, John Cadbury, and help independent retailers capture shopper attention and drive sales.

The new pack will be based on the original Dairy Milk packaging and feature a redrawn Cadbury wordmark and a new look for the Dairy Milk logo to help driving stand out on shelf.

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Appearing on single blocks from January, the supplier aims to roll out the new design across the range throughout 2021. According to the supplier, the new design reinforces the unique and distinctive Cadbury assets at a time when consumers are looking for more authentic and higher quality offerings.

The reformulation of the Cadbury wordmark takes inspiration from the brand’s founder, John Cadbury, and the logo has been recrafted while a distinctive pattern is based on the original 1905 Dairy Milk packaging.

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Pippa Rodgers, brand manager for Cadbury Dairy Milk, said: “The new identity is grounded in the original intent behind the brand, linking where Cadbury came from with what it means to shoppers today.

The new packs will also give greater emphasis to Cadbury’s Cocoa Life commitment, by including a more prominent Cocoa Life logo on both sides of the bars packaging.”

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