Cadbury’s new, limited-edition chocolate range will feature a cold-activated wrapper that changes colour and reveals hidden designs when stored in the fridge.
The four limited-edition Cadbury Dairy Milk Summer Edition bars and the new Cadbury Dairy Milk Iced Latte flavour will be wrapped in packaging decorated with deck chairs, umbrellas, kites, and inflatables to reflect a ‘traditional’ summer.
Each will feature an image encouraging consumers to ‘Chill to Reveal’. When placed in the fridge, the pack’s thermochromic technology will activate, revealing a deep blue colouring and unique design.
This redesign aims to tap into the debate about where chocolate should be stored as it hits the shelves during the summer months. Retailers will be offered a mixed case of 110g Chill To Reveal chocolates, with consumers encouraged to find and collect them all; in-store and digital activations are also set to support the launch.
“This summer, Cadbury Dairy Milk is reigniting the debate around storing chocolate in the fridge,” says Mara Popa, junior brand manager at Cadbury Dairy Milk. “Our new Cadbury Dairy Milk Summer Editions range features cold-activated packs, reminding consumers that chocolate is a great snacking option in the warmer weather.
“Additionally, our limited-edition Cadbury Dairy Milk Iced Latte tablet is designed to excite consumers with a brand new flavour crafted for summer. This NPD also features colour changing packaging, highlighting the chilled chocolate trend in a playful way and tapping into the debate.”
Starting this year, Cadbury’s parent company, Mondelēz International, has joined forces with Amcor and Jindal Films to wrap approximately 300 million Cadbury sharing bars in 80% recycled plastic sourced from advanced recycling technology. This is anticipated to cut down on virgin plastic consumption by around 600 metric tonnes every year.
Apparently, the company transitioned the outer wrap for its Cadbury Fingers and Animals multipack products from plastic to paper. However, while it is reportedly approaching its overall virgin plastic reduction goal, its 2024 Report indicates that it might fall short of this year’s virgin rigid plastic reduction target – and that its designed-for-recycling packaging progress has stalled since 2022.
Other thermochromic packaging solutions came to light back in 2023. For instance, Hellmann’s and Ogilvy debuted a smart mayonnaise jar that alerts consumers when stored at temperatures higher than 5℃ – a move set to keep the condiment fresher for longer and reduce food waste.
Corona also worked with celebrity fashion designer Talia Coles to unveil a limited-edition can for its Corona Extra product. Thermochromic ink on the pack’s exterior revealed a beach hut from Corona’s well-known holiday advertisement as the ice-cold beer was consumed and the metal warmed up.
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