GlutenFreePSD

Product Reviews, Restaurant Reviews and Recipes: All GLUTEN FREE!

GLUTEN FREE Roses rebranded, reshaped and repackaged after being shrunk…

Many products evolve over time: indeed, it appears that some seem to shrink before our very eyes. Recognising that Corporations need to make profit, it is an easy way of keeping a price point constant whilst squeezing out a little more profit or covering additional costs (such as inflation, ingredient cost increases and supporting the development of new products).

New Roses branding

New Roses branding

Roses were introduced in 1938 by formerly British Chocolatier Cadbury (now part of Mondelez International (the American Kraft Foods empire)) and named after the English packaging equipment company “Rose Brothers” in Lincolnshire who designed and built the machines that cleverly individually wrap the individual chocolates. Last year the tin, a favourite in the UK for Mother’s Day and Christmas was reduced by 24 grams (from 753 grams to 729 grams) whilst the price stayed the same, and compared to 2011: when they were 975 grams of Chocolate, you certainly get less for your money than before.

Old Menu showing the twist- packaged Roses

Old Menu showing the twist-wrapped Roses and multiple shaped chocolates

The new “Roses” image includes a new font, a new “Rose” picture and many of the favourite shapes (like the crescent-shaped hazel in caramel) will all be in a square shape. Cadbury have stated that the new “flow wrappers” will help seal the chocolate and ensure they “melt in the mouth easily and result in a longer moment of joy” but I wonder if it’s to save money. The end of the old twist wrap has been seen before (with GLUTEN FREE Flake Chocolate Bars and other products) so nothing appears to be sacred.

Newly shaped and newly packaged Caramel Velvets

Newly shaped and newly packaged Caramel Velvets

In response to the changes to the packaging, Cadbury marketing manager Claire Low has said ‘The number one complaint about Cadbury Roses in 2014 was around the issue of poorly wrapped chocolates tainting the flavours of other chocolates in the tub. We wanted to take steps to ensure quality is of the highest standard in every pack. Although we appreciate there may be some traditionalists who still love the old twist wrap, it is important to us to ensure that we listen to the majority of our customers and address their issues by delivering Cadbury Roses in the highest quality.’ Furthermore, Head of innovation at Cadbury, Dave Shepherd, has said: ‘Holding the chocolate in your mouth and letting it melt slightly before you bite will allow for maximum flavour and the moment of enjoyment will last even longer. That’s why we’ve opted for this new design, as the more rounded and smoother shape fits better to the contours of your mouth, creating a better melt in the mouth experience.’

Newly packaged Hazel Whirls

Newly packaged Hazel Whirls

So spending £3 million on this new change seems a big investment for the future of Roses… At least, they remain GLUTEN FREE (for the time being!). Other GLUTEN FREE Chocolate Boxes are available as a GLUTEN FREE Chocolate Bars

And they’re here…

Roses packaging has gone generic and quite “cheap” looking!

Have you spotted the new Roses yet?


And remember I love my  Chocolate Bars, Chocolate Bags and Chocolate Boxes, and more recently, my Chocolate Easter Eggs from Chocolatiers and Chocolate manufacturers, High Street Stores and London Department Stores.


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If you are a member of Coeliac UK, they produce a comprehensive directory which covers over 16,000 food and drink items (including GLUTEN FREE Chocolate Bars). This is available in a paper-based Manual and online FREE to members of Coeliac UK.

One of the hard-hitting posters from Coeliac UK for Awareness Week.

One of the hard-hitting posters (featuring Yours Truly) from Coeliac UK  launched for Awareness Week, launched in 2015.


SIGN UP so you do not miss out on future updates to the Chocolate Bar listing, Chocolate Bags and Boxes, as well as new Restaurant Reviews, Travelling experiences, Food Shows,  Product Reviews and (occasional) Recipes. Also check out my posts on GLUTEN FREE Ice Cream, GLUTEN FREE Advent Calendars, GLUTEN FREE Mince Pies  and GLUTEN FREE Valentines Treats.


This information was correct as of June 2016.

But as I am learning, ingredients do change and therefore you should always read the label and check for yourself whether it is GLUTEN FREE or not!

 

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7 comments on “GLUTEN FREE Roses rebranded, reshaped and repackaged after being shrunk…

  1. Gillian
    September 13, 2016

    I have not come across the new Roses yet, (I live in Spain), and I will not be looking out for them, part of the joy was in the timlessness of their chocs, now if they are mostly square with modern wrappers then no point in buying them, I don’t want a smooth hazelnut whirl, I like to nibble my chocs not suck them!

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