Shelf-Ready Packaging for Cadbury Chocolate

A major change in the way Cadbury chocolate bars are presented in packaged retail displays in set to be introduced in coming weeks.

From now on, shoppers can expect to see the Dairy milk range and other lines presented vertically in new, specialised packaging boxes, with the entire front surface of the bars on show.

The rationale behind this move is quite straightforward: whereas now, they're typically laid out flat on shelves, present customers with more of the bar, and they'll likely be more encouraged to purchase it.

Cadbury Packaging

Details of the revised Cadbury packaging design - called ‘Shelf-Ready Packaging' - were revealed in an article published by the Daily Mail at the tail end of 2011, in which it's linked to the 2010 acquisition of Cadbury by US firm Kraft.

Reportedly, the packaging revamp has an associated price tag of £6 million. It involves spring-loaded features, which ensure the bars remain in an upright position. When one bar's removed, the remaining examples all shift forward, to occupy the space that opens up.

Shelf-Ready Packaging

According to the Daily Mail, an entirely new production line that will produce these new Shelf-Ready Packaging display units is being implemented at Cadbury's plant in Birmingham, UK.

"Installation of the new packaging equipment at the famous factory in Bournville will begin in the New Year", Nick Bunker, UK President of Kraft, told the publication. He continued: "Shelf-Ready Packaging allows retailers to simply remove the front of the case containing the chocolate bars and put it straight on to the stores' shelves.

"This will see the bars stacked upright on shelf, ensuring they stand out. Previously, they would have been packed flat - making them harder to find for the shopper."

Originally established in the early 19th century, Cadbury has grown to become second only to Mars in terms of globally-successful confectionary brands. Besides Dairy Milk bars, the new vertical packaging design will also be used to encase bars of Fruit and Nut and Whole Nut.