Vibrandt refreshes Cadbury Cakes

Premier Foods’ Cadbury Cakes range is to sport a fresh look in an attempt to unite each product under one brand, following a redesign by Vibrandt. This is the brand’s first complete change in five years.

The new pack design retains the iconic Cadbury purple colouring and aims to add greater shelf standout with the fresh design layout and typography.

Cadbury Mini Rolls, Cake Bars, Flake Cakes, Cup Cakes, Swiss Gateau and Refreshers Cup Cakes will all get a new look, while Cadbury Rich Choc Roll has been redesigned and renamed Triple Chocolate Roll.

According to Cadbury Cakes brand manager Sam Bennett, the brand is moving from purely functional packaging ‘to a design that reflects the Cadbury Cakes brand values’.

The redesigned range is being launched into shops this week.