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21st April 2016
12:28pm BST
Dave Shepherd, head of innovation at Cadbury, said:
“Holding the chocolate in your mouth and letting it melt slightly before you bite will allow for maximum flavour and the moment of enjoyment will last even longer.
“That’s why we’ve opted for this new design, as the more rounded and smoother shape fits better to the contours of your mouth, creating a better melt in the mouth experience.”
Marketing manager Claire Low added:
“The number one complaint about Cadbury Roses in 2014 was around the issue of poorly wrapped chocolates tainting the flavours of other chocolates in the tub. We wanted to take steps to ensure quality is of the highest standard in every pack.
“Although we appreciate there may be some traditionalists who still love the old twist wrap, it is important to us to ensure that we listen to the majority of our customers and address their issues by delivering Cadbury Roses in the highest quality.”
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