Recognising that Cadburys as chocolate specialists have previously recommended their products are stored at ambient temperatures, this summer’s approach immediately catches the attention. Additionally, prior to the latest innovation leaving the lab, a high % of targeted consumers confirmed they would try chilled chocolate. This already feels like the making of an impactful launch, further reinforced with the benefits of a limited time range (driving that must buy now behaviour) and the adoption of the packaging innovation we explore further in this blog with the colour change once chilled.
Following our recent contribution to the Food Manufacture when the news of the latest innovation broke, we have been scanning some of the retailers eagerly waiting to see the launch reach today’s consumers. As we have come to expect from a brand leader like Cadburys the marketing campaign is expected to be strong, early signs in a local Morrisons today giving a taste of what’s in store for their shoppers.
On the shelf the products blend well with the other new launches and the colours long associated with the brand, closer inspection starts to navigate the heat sensitive innovation from the traditional packaging. One noticeable callout is that the sustainability credentials between the traditional film and the heat sensitive film are aligned, both requiring return to store as part of the wider soft plastics program.
What’s the technology and how does it work? We asked Peter Turcich, one of our Packaging Specialists and he had this to say:
Thermochromic Technology
Thermochromic Inks have been around for a while now. Thermochromic Inks are mainly used in niche applications, with limited widespread use. There is a likelihood that this technology will become more widespread in the future mainly in the heat treatment of products and the ongoing temperature management of the products.
Background of Thermochromic Inks in Packaging.
Thermochromic Inks used in packaging are smart, temperature-sensitive inks that change colour when exposed to specific temperatures, providing consumers with visual cues about product quality, temperature, or even revealing marketing messages. These inks are applied to various packaging formats including wrappers, labels, cans, and bottles. This allows for interactive and informative packaging solutions.
Thermochromic Inks in Packaging:
Temperature-Sensitive Indicators:
Thermochromic Inks can act as temperature indicators, visually showing when a product has reached its optimal consumption temperature, like when consuming chilled beverages.
Food Safety:
In the food industry, these inks can indicate if a product has been exposed to temperatures outside the safe temperature range of the product. This ensures both food safety and food quality. For example, they can be used on packaging for ready-to-eat meals or baby food to show if the sterilisation process temperature has been successfully reached.
Marketing and Branding:
Thermochromic Inks can add a unique interactive element to packaging, engaging consumers with color-changing designs that reveal hidden messages or graphics.
Medical and Pharmaceutical Packaging:
These inks can be used in medical and pharmaceutical packaging to indicate if a product has been exposed to temperatures that could compromise its effectiveness.
Examples of Thermochromic Inks in Action:
Beverage Cans:
Beer cans can be printed with thermochromic Inks that reveal a hidden message or graphic when the can is chilled.
Food Labels:
Thermochromic Inks on food labels can indicate if a product has reached the correct temperature for safe consumption, or if it has been exposed to an unsafe temperature.
Medical Packaging:
Thermochromic Inks can be used to indicate if a temperature-sensitive medication has been exposed to temperatures outside the acceptable range, ensuring the medication’s effectiveness.
Benefits of Using Thermochromic Inks:
Increased Consumer Convenience:
Thermochromic Inks provide consumers with easy-to-understand visual cues about product conditions.
Enhanced Product Safety:
These inks can help ensure food safety and product integrity.
Improved Marketing and Branding:
Thermochromic Inks can add a unique and engaging element to packaging, enhancing brand recognition.
Cadbury’s application of Thermochromic Technology.
Cadburys has utilised the “Marketing & Branding” along with the “Temperature-Sensitive Indication” properties of the Thermochromic Inks.
The packaging of the chocolate bar visually transforms, changes colour in places, when it is chilled to the correct temperature. Revealing colours or emphasising graphics which are not visible at room temperatures.
In their own words.
“With our Limited-Edition Cadbury Dairy Milk Summer Edition Bars and innovative colour-changing packaging, we’re celebrating the fun and unique ways people enjoy their chocolate.”
Cadburys are bringing fun into the category as UK consumers celebrate the summer, and its driving conversations and increasing awareness.
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