New Twist Wrap Packaging solution is set to launch by Mondelez’s Cadbury Chocolate Brand

Mondelez International’s brand Cadbury is launching the Twist Wrap packaging solution for its Duos range, allowing consumers to snack in small portions by twisting and sealing the package after consuming half of the chocolate bar.

The move marks the first time the solution has been applied to a chocolate brand in the UK, in what Cadbury labels an uplift for “better portion control” and “more mindful snacking.”

The new packaging method which will be available this month is made using a memory technology solution, meaning the wrapper stays twisted by a single twist and preserves fresh flavor, texture, and shape.

Speaking about the new product launch Kelly Lawrence, brand manager at Cadbury at Mondelez International says, “We’ve put a lot of time and investment into portable packaging as a way of empowering consumers to snack in a more mindful way, and we are excited to see what shoppers think” According to Innova Market Insights, 31% of UK consumers see product convenience as a packaging priority in confectionery, including chocolate. Meanwhile, 17% say product usability on the go is a priority in this category.

Commenting on the new packaging technique (Portion control packaging), Lawrence says: “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.”

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