Fry's-PackshotFry’s Cream range, the rich dark chocolate with a smooth fondant centre, has undergone a pack re-design which embraces the brand’s heritage in a fresh and contemporary way. The new look features the date 1761, the year Fry’s came about, and a traditional typeface for the wording, combined with bold colours signifying different variants in the range and an appealing product image.

The re-design has been introduced to help improve standout on-shelf and to appeal to shoppers who already purchase the brand, whilst re-engaging those who may have lapsed from buying it. The range includes Fry’s Chocolate Cream, Fry’s Peppermint Cream and Fry’s Orange Cream.

Kate Harding, Trade Communications Manager for Cadbury UK, comments: “This fresh new look gives the brand better stand out on shelf and has introduced ‘Be Treatwise’ to the front of pack, which is in line with our chocolate singles range. Introducing the 1761 date to the logo was key to celebrating Fry’s longevity and in fact, Fry’s Chocolate Cream is one of the oldest chocolate bars in the world having been first introduced as Fry’s Cream Sticks in 1853 and Fry’s Chocolate Cream in 1866.”

The new look also applies to the Fry’s Chocolate Cream four bar multi-pack.


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