new roses caramel

Mondelez has unwrapped a new look and flavour for Cadbury Roses.

Rolling out across the trade from this week, the revamped range features a ‘more modern’ pack design while the brand’s ‘Thank you’ messaging has been re-introduced. An Almond Caramel Bite has been added to the line-up.

Mondelez is also ditching the twist-wrap packaging on the individual chocolates in favour of flow-wrap to avoid them becoming unwrapped in the box – which Cadbury marketing manager Benazir Barlet-Batada said was the “number one consumer complaint”. The new wrapping would also keep the chocolates fresher for longer, she added.

Roses fell out of the top 20 chocolate confectionery brands listing in The Grocer’s 2014 Top Products Survey with value sales down 15% to £47.5m on volume sales down 21.3% [Nielsen 52w/e 11 October 2014].