Cadbury talks up cream bar’s heritage

Cadbury UK has relaunched its Fry’s Cream range with new packaging.

The packs make reference to the date 1761 when the brand’s founder Joseph Fry first went into confectionery manufacturing, with a traditional-looking typeface.

The range has been colour-coded for the different flavours: Chocolate Cream, Peppermint Cream and Orange Cream.

Cadbury said the changes had been made to appeal to shoppers who already bought the brand and to re-engage lapsed purchasers.

Trade communications manager Kate Harding said introducing the date was key to celebrating Fry’s heritage. “Fry’s Chocolate Cream is one of the longest established chocolate bars in the world. They were first introduced as cream sticks in 1853,” she said.