Cadbury Bournville has revealed a new design across its range, aiming to stand out on shelf and make dark chocolate more accessible by taking a tongue-in-cheek approach to the ‘perceived pretentiousness’ often associated with dark chocolate.
The Cadbury Bournville brand was launched in 1908, with bold red and gold branding which has been consistent over the last 117 years. As a nod to this, the new look has added the Cadbury Bournville B from the original packaging onto each individual chocolate block.
The company seeks to encourage consumers to ‘think differently’ about dark chocolate, with many considering it to be somewhat inaccessible due to its premium messaging and bitter taste profile. The brand has also introduced two new flavours, Salted Caramel and Chopped Hazelnut.
The campaign aims to encourage chocolate shoppers to add dark chocolate to their milk chocolate repertoire. Bournville states that shoppers who purchase across both segments have the highest value to the category despite only making up 25% of UK households, meaning there is a ‘clear opportunity’ for retailers to increase basket spend.
In related news, Belgian chocolate brand Guylian removed the plastic film from the outside of its chocolate boxes, replacing it with a central closure that opens in two parts for easy access to the marbled chocolates. The interior design of the pack also speaks to the story behind the creation of the brand in 1958.
In May this year Cadbury introduced a limited-edition chocolate range featuring a cold-activated wrapper that changes colour and reveals hidden designs when stored in the fridge. The Dairy Milk Summer Edition bars and the Cadbury Dairy Milk Iced Latte flavour feature an image encouraging consumers to ‘Chill to Reveal’, which will activate the pack’s thermochromic technology, revealing a deep blue colouring and unique design.
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