Despite almost eighty years of tradition, Cadbury Roses as we know them will soon be nothing but a fond memory.
Due to complaints from customers about a mixture of tastes breaking through the original tin foil wrappings and chocolates even falling out of these wrappings, the chocolate makers made the decision to replace the packaging with more modern flow wrappers (those wrappers with the jagged edges you can tear along the edge).
Not only will the packaging be changing from the original 1938 design, but two of the chocolates themselves will be changing in shape, apparently to make them melt in your mouth an awful lot easier.
The “hazel in caramel” and “coffee escape” will now have smooth contours to ensure they “melt in the mouth easily and result in a longer moment of joy.”
It has been claimed, however, that the US company which now owns the Cadbury brand is simply attempting to streamline production in order to cut costs.
Thank you very much for loving Cadbury Roses! From our very first box to our latest look for 2016. Here’s a sneaky peek at our delightful new design! #FreeTheJoyPosted by Cadbury UK on Thursday, April 21, 2016
Roses, named after the Roses brothers who in the 1930s first produced the machinery for Cadbury that allowed them to wrap the chocolates, will undergo this $4.3 million (£3 million) reboot in the next two months, altering forever this formerly quintessential British brand.
Although a British brand, the Irish have always wholeheartedly embraced Cadbury as their own, with thanks to the Cadbury factories located on the island and of course, the deliciousness of the chocolate. Cadbury Roses are, in particular, regarded as something of a Christmas tradition in the Irish household and you’re sure to have one or two boxes left from neighbors and friends that are broken open and demolished both before and after Christmas dinner. As such, the Irish have been among the most vocal in decrying the changes to their beloved product.
Kraft overlords of Cadbury: For the last time can you just STOP messing with tins of Roses.— anne o gorman (@gorman_annie) April 21, 2016
The chocolate giants have defended their decision, however, claiming that the coming changes are only addressing previous complaints made by consumers.
“The number one complaint about Cadbury Roses in 2014 was around the issue of poorly wrapped chocolates tainting the flavors of other chocolates in the tub,” said marketing manager Claire Low.
“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 Head of Innovation Dave Shephard has also claimed that the change will only add to enjoyment of the chocolate.
“Holding the chocolate in your mouth and letting it melt slightly before you bite will allow for maximum flavor and the moment of enjoyment will last even longer,” he said.
“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.”
Needless to say, not everybody is happy about the changes and the promises that Cadbury are making, especially as promises previously made by its new US-based management have not always been upheld.
When they were controversially taken over by Kraft in a $16.6 billion (£11.5 billion ) deal in 2010, the company said that a Cadbury factory at Keynsham, near Bristol in England, would be kept open. This promise was later reneged on.
Cadbury is now owned by US firm Mondelez, which was created when Kraft was split off into a separate company in 2012.
They have come under fire for other changes in recent years, especially for the reduction of the Roses box four times in the past four years despite the price staying the same. Many of its other boxes and bars have also shrunk while customers were not impressed with the change made to the shell of the Creme Egg last year.
The new wrappers will be in Roses boxes by the end of the year while the new chocolate shapes will begin to come into effect this month.
Oh dear God. Yet another blight on Britishness and Cadbury as Kraft scrap twisty wrappers on Roses chocs https://t.co/cst1uz7J10— Felicity Morse (@FelicityMorse) April 21, 2016
Oh great! #CadburyRoses have changed there wrappers! Can't bloody open the sealed kind— HollyWilliamsAuthour (@HollyJWAuthour) April 21, 2016
The desecration of Cadbury by the heathens Kraft continues https://t.co/4KqmvdR8KV— Jonathan Haynes (@JonathanHaynes) April 21, 2016