home PACKAGING, Principal RPC Jar Continues to be a Highlight for Cadbury

RPC Jar Continues to be a Highlight for Cadbury

RPC Jar Continues to be a Highlight for Cadbury
The Cadbury HIGHLIGHTS range of powdered hot chocolate drinks has been relaunched with an improved recipe with eye-catching and newly designed shrink-sleeves – but Cadbury’s has kept faith with the existing HIGHLIGHTS jar from RPC Containers Raunds for its style and convenience.
The decision to rebrand reflects a shift in consumer culture away from dieting towards ‘wellbeing’-based purchasing. “Our core demographic – 25-45 year old women – want to feel good about themselves whilst having an indulgent chocolate experience,” explains Richard Holden, General Manager Beverages at Cadbury. “As a result, Cadbury Highlights now contains twice as much milk chocolate as the old recipe, and the packaging has changed to address this fact.”
The eye-catching full-body sleeves showcases the ‘chocolatey’ nature of the brand, yet the HIGHLIGHTS jar itself remains unchanged in order to maintain consistency of logistics and brand recognition. “Despite the relaunch of the range, we saw no reason to part company with the existing jar from RPC Raunds,” confirms Richard Holden. “We are still extremely impressed with the quality of the container.”
Cadbury has been using the custom-moulded jar for many years, following the decision to remove glass across its supply chain. The RPC jar is extrusion blow moulded in co-polymer PP to deliver significant shatterproof and lightweighting benefits. Available in 150g and 220g sizes, the RPC Raunds design offers a pleasing ‘double curve’ and is amber-tinted to enhance its appearance.