Chocolate Cheese Packaging Design Unveiled

Philadelphia and Cadbury, two of US food processing firm Kraft Foods' brands, now appear on the same packaging design with the launch, this week, of a new chocolate spread.

Linking up cream cheese brand Philadelphia and confectionary company Cadbury, the spread made its UK supermarket debut on 1 February and is being supported by a multi-million pound marketing campaign.

Although the presence of these two names on a single product is new to UK consumers, their European counterparts can already purchase ‘Milka' - another Philadelphia-based chocolate spread.

Chocolate Cheese Packaging

The hybrid chocolate cheese packaging design was developed by prominent UK design agency Holmes and Marchant, which has a presence in five countries and whose clients include Nestle, BP, Guinness, Bud Light, Roche and Unilever. This basically blends together the traditional Philadelphia blue and white with the familiar purple of Cadbury, while overlaid is a photo of a slice of bread, covered in the spread.

The result is an eye-catching depiction that effectively combines the two brands in the same kind of way as does the spread itself.

"We are really proud to announce the launch of Philadelphia with Cadbury", Brian O'Sullivan - Kraft Foods Ireland's managing director - explained in a company statement. "It represents a bold cross-category innovation which brings together two iconic brands to create a new sub-category in the chilled aisle and a great tasting product for Philly and Cadbury lovers everywhere."

Philadelphia-Cadbury Pack

According to Kraft, the combined Philadelphia-Cadbury pack has the potential to take on Nutella - the market-leading chocolate spread - which has now been available for almost 50 years and can be purchased in some 75 nations.

In related news, details of a new Cadbury chocolate bar packaging design, named ‘Shelf-Ready Packaging', were unveiled at the start of 2012. According to Kraft's UK President, Shelf-Ready Packaging "allows retailers to simply remove the front of the case containing the chocolate bars and put it straight on to the stores' shelves."

Image courtesy Holmes and Marchant