Cadbury Roses drops 77-year-old “twist” wrappers

The company has introduced new easy-tear “flow-wraps” and an updated tin shape, while Design Bridge has refreshed the visual identity of the chocolate brand.

Chocolate brand Cadbury Roses has unveiled a new packaging design, swapping its 77-year-old “twist” wrapper for an easy-tear “flow-wrap”.


The new shape is in response to “consumer complaints”, and aims to ensure “no chocolates accidentally unwrap in the box”, Cadbury’s says.

Alongside the new wrapper, there is a new tin shape, both designed in-house at Cadbury.

Design Bridge has also refreshed the visual identity for the brand, which sees a more curved logotype and an updated rose symbol, incorporating the “Thank you” messaging used previously in the brand design.

The new look aims to sit “closer to the historic design but with a modern twist”, Cadbury’s says.

The rebrand also sees an expansion of the chocolate portfolio, with new flavour Almond Caramel Bite added to the range.

Cadbury Roses were first produced in 1938, and originally incorporated an embroidery rose design.

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  • Chris Kemm May 27, 2015 at 10:08 pm

    I’m genuinely gutted the old wrappers have gone, Christmas won’t be the same!

  • Telly Media May 31, 2015 at 2:06 pm

    I agree. It does feel like the end of an era somewhat. Having said that, I do quite like the new wrapper designs. I think Cadbury’s have done a decent job in that respect.

  • Harrison Reed June 3, 2015 at 10:14 pm

    I have to say this redesign looks a bit childish! Too many ideas on pack – weird scattered green leaves in one illustrative style that dominate the design, an awful rose icon with words shoved into it to cover every gifting occasion, and a logo that looks overworked in house and never been near a lettering artist! – bring back the old design I say!

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