Cadbury has launched twist-and-seal wrappers to encourage chocolate fans not to wolf down a whole bar in one sitting.
The innovative packaging for favourites including Dairy Milk, Wispa, Double Decker and Boost in the brand’s Duo range is seen as a move to help Brits ration treats and cut down on calories.
In the past those trying to limit their chocolate intake have had to put up with torn wrappers creating a mess in pockets and bags as the chocolate was unprotected.
But the new “memory technology solution” means bars can be resealed to enjoy later.
The confectionary giant called it “mindful snacking” and said it reflected the company’s “commitment to encourage healthier snacking”.
Bars with twist-and-seal wrappers hit shelves this month and Cadbury brand manager Kelly Lawrence said: “We’re so excited to announce the new twist wrap packaging for our Duos range this year.
“We’ve put a lot of time and investment into portionable packaging as a way of empowering consumers to snack in a more mindful way.
“We are excited to see what they think of this new product.”
She added: “Duos twist and seal are a great option for when you want to indulge in a sweet treat and then easily reseal and save the remainder of the product for later.”
Parent company Mondelez International said the new wrappers would help with portion control as it was “being recognised as one of the most effective ways of helping people to balance their calorie intake”.
Cadbury said there wold be no increase to the recommended retail price of 80p for bars in the new packaging.
What do you think of the new Cadbury packaging? Let us know in the comments section below.
The iconic chocolate brand isn't the only company to have confirmed a switch up of its packaging in recent weeks.
Marks and Spencer has become the first supermarket to axe the term “midget gems” from its sweets amid worries it is offensive to those who have dwarfism.
It has now rebranded them as “mini gems” following a personal campaign by a disability academic.
Concerns over the use of the word “midget” seen as derogatory for people with growth problems were raised with the chain by Dr Erin Pritchard of Liverpool Hope University who has achondroplasia - a condition which stunts growth.
