Cadbury has unveiled a revamp of Roses chocolates that alters the shape of two favourites and does away with twist wraps - and fans are likely to have something to say about it.
The £3 million makeover is wrapped up in a redesign of the packaging that now blends Cadbury’s signature purple with the sky blue of Roses, but it is the changes to the chocolates within - which launched in the UK in 1938 - that are set to light up message boards.
Flow wrappers - which have an easy-tear jagged edge - have been extended to the entire box after they were partially introduced last year “in a move to address consumer complaints” by keeping the chocolates fresher for longer and ensure none accidentally unwrap in the box.
And favourites Hazel in Caramel - formerly Hazelnut - and Coffee Escape have been redesigned with smooth contours to ensure they “melt in the mouth easily and result in a longer moment of joy”.
Cadbury has assured customers that both pack sizes and recommended retail prices remain the same.
Last year the confectionery giant had fans up in arms when it replaced the traditional wrappers and reduced the tub size for the fourth time in four years.
But Cadbury said the wrapper makeover addressed complaints that chocolates fell out of the old-fashioned foil and stronger-tasting centres like Coffee Cream tainted other flavours such as the popular Hazelnut in Caramel.
The new design will be finalised over the next few months and arrive on shelves later in the year, while the new chocolate shapes will appear in boxes from the end of this month.
Dave Shepherd, head of innovation at Cadbury, said: “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.”
Cadbury marketing manager Claire Low said: “The number one complaint about Cadbury Roses in 2014 was around the issue of poorly wrapped chocolates tainting the flavours of other chocolates in the tub. We wanted to take steps to ensure quality is of the highest standard in every pack.
“Although we appreciate there may be some traditionalists who still love the old twist wrap, it is important to us to ensure that we listen to the majority of our customers and address their issues by delivering Cadbury Roses in the highest quality.”
The once British brand was controversially taken over by American firm Kraft in 2010.
It is now owned by US firm Mondelez which was created when Kraft was split into a separate company in 2012.