Cadbury unveils temperature-activated packaging for summer bars

Cadbury is set to launch a new range of Dairy Milk chocolate bars featuring innovative colour-changing packaging. The limited-edition Summer Edition bars incorporate thermochromic technology that reveals vibrant designs when chilled. This packaging innovation aims to engage consumers during warmer months and spark discussions about chocolate storage preferences.

The Summer Edition range includes four distinct designs—deck chairs, umbrellas, kites, and inflatables—each reflecting classic British summer themes. When the bars are cooled, the packaging transforms, unveiling bright blue hues that enhance the seasonal appeal. This feature is intended to encourage consumers to refrigerate their chocolate, aligning with the brand's playful "Chill to Reveal" campaign.

In addition to the Summer Edition bars, Cadbury is introducing a new Dairy Milk Iced Latte flavour. This variant combines the traditional Dairy Milk chocolate with a creamy coffee-flavoured centre and crunchy biscuit pieces. Like the Summer Edition bars, the Iced Latte bar also features the thermochromic packaging, reinforcing the chilled chocolate experience.

Mara Popa, Junior Brand Manager for Cadbury Dairy Milk, commented on the launch: This summer, Cadbury Dairy Milk is reigniting the debate around storing chocolate in the fridge. Our new Cadbury Dairy Milk Summer Editions range features cold-activated packs, reminding consumers that chocolate is a great snacking option in the warmer weather.

The new bars are scheduled to be available in stores from June 2025, with a recommended retail price of £2. Retailers can purchase mixed cases containing all four Summer Edition designs, offering consumers the opportunity to collect the full set.