Great to see that this Roses pack won the Starpack Gold Environment Award.  The judges said

 “This entry is a winner because the design provides a 45% packaging weight reduction, allows for a more cost effective supply chain and has been developed to provide the strength and stability provided by a tin, but in a carton” 

Personally I really like this pack and indeed wrote about it last November  (Cadbury replaces Roses tin with cardboard box) when it was first launched in Tesco’s. 

It’s a shame, but I heard just a few weeks ago that this pack was being withdrawn.  It appeared to have everything going for it, so why is it being withdrawn? Comments at the time hinted that although consumers talk about wanting to be green the reality was a little different – I’m not sure I really agree with that.

Outside of the packaging industry who knew about the pack or its reasons for being there?  I certainly didn’t see any adverts or publicity for it.  I think Cadbury’s really missed a trick here, this could have been a great opportunity to engage with younger consumers.

A real missed opportunity!

Tags: Design, environment, food, gift, packaging

This entry was posted on Tuesday, October 19th, 2010 at 5:03 pm and is filed under Design, Environmental Issues, Food Packaging, Gift Packaging. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.