Premier Foods is redesigning the packaging of its Cadbury hot chocolate range in a bid to warm up sales during the winter months. The move follows the announcement last month that the brand had signed a £1.6m sponsorship deal with ITV’s Heartbeat (The Grocer, July 31, p63).
The revamp across the Cadbury portfolio, which includes Drinking Chocolate, Instant Chocolate and the low-fat Highlights brand, has been designed to portray a warm, comforting image to fit with its new ‘Curl up with Cadbury Hot Chocolate’ strapline, which will appear around the ITV drama.
Group marketing director Howard Beveridge said: “The redesign communicates an iconic brand image.”