FDBusiness.com

Cadbury is to replace the Roses chocolates twist-off foil wrappers which have been used since 1938 with modern tear-off wrappers.

The company is also risking the wrath of, the often very vocal, Roses lovers by changing the shape of two of the chocolates, the hazel in caramel and coffee escape.

The former, in its crescent-shaped form, is a Roses favourite. The company said the new shapes, with smooth contours, “melt in the mouth easily and result in a longer moment of joy.”

All Roses chocolates will from now on have flow wrappers and the new design will be in shops later in the year, while the new shapes will appear later this month.

Cadbury marketing manager Claire Low said: “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.”

Cadbury will no doubt be bracing itself for a backlash as the company’s collective ears are probably still ringing from the consumer outrage when the chocolate was changed for the shells of its creme eggs in 2015.

It has also been criticised for producing what appear to be smaller chocolate boxes and bars while keeping the same prices.

Cadbury Roses are a selection of individually wrapped chocolates currently made by Cadbury. Introduced in 1938, they are named after the English packaging equipment company “Rose Brothers”, that manufactured and supplied the machines that wrapped the chocolates.

The brand was acquired by American firm Kraft in 2010 in an £11.5bn deal, ahead of Kraft’s separation from Mondelez in 2012.