Cadbury aims Wicked chocs at teenagers

Cadbury is to target teenagers with the launch of a new boxed chocolate brand, Wicked, in time for next Christmas.

Wicked will be packaged in bright fuschia pink and black boxes decorated with dancers to appeal to a younger market than traditional boxed chocolates.

The contents will be chocolate-based soft centres with a range of nut fillings. GGT handles seasonal launches for Cadbury, and it is thought that the agency will create a campaign for Wicked. The brand will hit the shelves in September.

Cadbury is also to update the packaging for Roses with see- through plastic panels similar in style to the packaging for Celebrations – the bite-sized versions of chocolate brands from Mars.

It is understood that Nestlé Rowntree will also update some of its most famous brands with a revamped logo for Quality Street and new packaging for Dairy Box and Black Magic.

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