Cadbury reveals category-first portion control packaging

Cadbury Duos

The Cadbury Duos range will feature a new Twist Wrap portion control mechanism – enabling consumers to twist to seal and save half for later for better portion control and more mindful snacking. The new packaging is made using a memory technology solution, meaning the wrapper stays twisted by a single twist preserving fresh flavour, texture and shape.

With the new bars starting to hit shelves from the end of January, the packaging will be rolled out across five key members of the Cadbury Duos portfolio: Cadbury Wispa, Cadbury Wispa Gold, Cadbury Boost, Cadbury Double Decker and Cadbury Dairy Milk. The Cadbury Duo range makes up 24%1 of the Duo market, and the majority of Duos shoppers are unique to the format so it’s a valuable offering for retailers.

The packaging innovation underscores Mondelēz International’s commitment to help promote healthier snacking to consumers, with a focus on portion control being recognised as one of the most effective ways of helping people balance their calorie intake.

Retailers are recommended to range Cadbury Duos as a key part of their duos chocolate offering, alongside standard single formats in the confectionery fixture. For further merchandising advice and info on their confectionery range, retailers can visit

1Nielsen Answers data to 27.02.2021, Total market exc Discounters