Cadbury has launched a new style of packaging aimed at helping people ration their favourite treats.
The confectionery giant has unveiled new, innovative 'twist and seal' wrappers that allow chocolate fans to have a bite of bars such as Dairy Milk, Wispa, Double Decker and Boost, and save the rest for later.
The move is being seen as a bid to help people cut down calories by resisting the urge to wolf down a bar in one sitting reports the Mirror.
READ MORE:
In the past those trying to limit their chocolate intake have had to keep them unprotected in torn wrappers, often creating a mess in pockets and bags.
But the new “memory technology solution” - which is being introduced for bars in Cadbury's Duo range and hit the shelves this month - means bars can be properly resealed to enjoy later.
The firm called it “mindful snacking” and said it reflected their “commitment to encourage healthier snacking”.
“We’re so excited to announce the new twist wrap packaging for our Duos range this year" Brand manager Kelly Lawrence said:
“We’ve put a lot of time and investment into portionable packaging as a way of empowering consumers to snack in a more mindful way.
“We are excited to see what they think of this new product.”
“Duos twist and seal are a great option for when you want to indulge in a sweet treat and then easily reseal and save the remainder of the product for later" she added.
Parent company Mondelez International said the new wrappers would help with portion control as it was “being recognised as one of the most effective ways of helping people to balance their calorie intake”.
Cadbury said there would be no increase to the recommended retail price of 80p for bars in the new packaging.
The iconic chocolate brand isn't the only company to have confirmed a switch up of its packaging in recent weeks.
Marks and Spencer has become the first supermarket to axe the term “midget gems” from its sweets amid worries it is offensive to those who have dwarfism.
It has now rebranded them as “mini gems” following a personal campaign by a disability academic.
Concerns over the use of the word “midget” seen as derogatory for people with growth problems were raised with the chain by Dr Erin Pritchard of Liverpool Hope University who has achondroplasia - a condition that stunts growth.
