Cadbury’s iconic Roses brand is undergoing a modern makeover as part of a £3m investment. The British brand is set to receive a beautiful redesign, heralding almost 80 years of heritage and further highlight Roses as the perfect gift for little everyday gestures and special occasions.
Design has been a key part of the Cadbury Roses history since it first launch in 1938, and remaining true to what makes it so identifiable and special, the new-look Cadbury Roses boxes and tubs will still feature a striking and perfectly formed Rose at their centre.
The distinguishing flower stands out on a background of iconic Cadbury purple and the classic eye-catching sky blue of Roses for maximum impact. This extra-special box also wears the Royal Warrant on the pack; proof of just how special Cadbury Roses really are.
Dawn Rankin, who has been working on the Cadbury Roses line at Bournville for 26 years, packing over 41million Cadbury Roses cartons in this time, comments: “I feel really proud to have worked for such a recognisable brand for over 26 years now. Coming into work at Bournville is made extra special by the fact that I’ve made some of my best friends here.
Cadbury Roses has such a good history which I often find myself reminiscing about with my 80 year old next door neighbour who used to work at the factory with me. The present and past employees are all really excited to see the new design, but you can’t go wrong with a beautiful Rose on the front, everyone knows what it is.”
While the new design will be finalised over the next few months and hit shelves later in the year, Cadbury has also committed £3million to support the re-launch.
With a number of activations planned throughout the year in celebration of the brand’s continued evolution, each will draw from the core elements of what makes Cadbury Roses so special, while showing a clear development in line with changing consumer tastes.
As the first of the planned innovations, Cadbury Roses will see the introduction of new-look Hazel in Caramel and Coffee Escape chocolates in its tubs, cartons and sharing bags from the end of April 2016. The shape of each of the chocolates has been purposefully designed with smooth contours, which melt in the mouth easily and result in a longer moment of joy.
Dave Shepherd, Head of Innovation at Cadbury, comments: “We’re committed to increasing consumers enjoyment of our delicious chocolates, which can also be impacted by how they feel in your mouth.
Holding the chocolate in your mouth and letting it melt slightly before you bite will allow for maximum flavour and the moment of enjoyment will last even longer. That’s why we’ve opted for this new design, as the more rounded and smoother shape fits better to the contours of your mouth, creating a better melt in the mouth experience.”
In addition to the introduction of new shapes, the wrapping itself has been refreshed to address consumer complaints. In 2014, the number one complaint on Cadbury Roses was chocolates becoming unwrapped in the box and affecting the other chocolate flavours.
To address this, a new ‘flow-wrap’ around each chocolate promises to overcome these problems highlighted by consumers, keeping the chocolates fresher for longer and ensuring none accidentally unwrap in the box. The first of these flow-wrap designs were introduced in 2015, but the roll-out has now been extended to ensure it fits all shapes and sizes of chocolates within the pack.
These particular changes form part of a wider £75 million pound investment in manufacturing at the home of Cadbury in Bournville to secure production at the site for generations to come. This is the first significant investment in the machinery that makes Cadbury Roses in over 30 years, and as a result consumers will see an improved level of quality in their chocolates.
Claire Low, Marketing Manager for Cadbury, comments, “Just as we have done recently for Cadbury Milk Tray, we want to revive another of our great British brands, while remaining true to what makes it so special. We want to take the British public on this journey with us, and for what promises to be a very exciting year ahead for the brand. It’s time for Cadbury Roses to take its much deserved time in the spotlight and to develop an updated offering that is even more gift-worthy than ever.”
Cadbury Roses heritage
- 1938 — Cadbury Roses launch into the UK market
- 1960’s — Comedian Norman Vaughan fronts the Roses TV ad campaign using the tagline ‘Roses Grow on You’
- 1975 — Cadbury Roses brings in the iconic blue packaging that still remains today
- 1979 — Cadbury Roses bring in the ‘Thank You Very Much’ phrase for the first time
- 2008 — Cadbury marks the 70th anniversary of Roses by introducing a new pack design
- 2014 — Cadbury announces £75 million pound investment in manufacturing at the home of Cadbury Roses in Bournville to secure production at the site for generations to come
- 2015 — Cadbury Roses unveils a new packaging design and adds a new delicious chocolate; Almond Caramel Bite. The chocolate wrappers are also redesigned with a new ‘flow wrap’ to stop chocolates from becoming unwrapped in the box, and the box is given a more modern 20th Century look
