The chocolate and cream cheese spread is described on-pack as ‘light Philly blended with delicious milk chocolate.’
The variant has been launched following Philadelphia owner Kraft Foods’ acquisition of Cadbury in 2010, in a deal worth £10.2 billion.
Holmes & Marchant, which is rostered by Kraft Foods and has worked with the company for 17 years, was asked to design the packaging following similar work for the company, according to the consultancy’s managing director Simon Gore.
He says the consultancy has worked on Philadelphia for five years and created its current identity and packaging. It was appointed to work on the Cadbury variant six months ago.
Gore says Holmes & Marchant has also worked on a similar product for the German market, which saw a Milka-branded chocolate Philedelphia variant launched last year.
‘Philadelphia and Cadbury are two very strong brands,’ says Gore, who believes the product will be successful in the UK due to Cadbury’s popularity.
He says, ‘People are very particular about their chocolate, just as Milka is big in Italy and Germany and Hershey’s is in America.’