The new packaging features solid coloured backgrounds for each of the three variants, Chocolate Cream, Orange Cream and Peppermint Cream, with the addition of the year that the Fry’s brand was established.
Fry’s launched in 1761, which Cadbury claims makes it one of the world’s oldest chocolate brands. Slice Design director Alan Gilbody says, ‘Not many chocolate bars can say that they have the pedigree of Fry’s Cream… Fry’s needed to be treated with the utmost respect. Introducing the date to the logo was key to underpinning its rich historical credentials.’
Besides emphasising Fry’s heritage, the new ‘contemporary’ graphics are intended to improve the brand’s ‘relevancy and reach within the market’, says Slice Design in a statement.