Cadbury Mini Rolls brings 'BIG personality' to supermarket shelves with re-brand

With a slew of copycat brands Premier Foods has turned to Leeds-based Robot Food to re-design Cadbury’s Mini Rolls, the original Mini Rolls gracing supermarket shelves and lunchboxes since 1962.

Tasked with reinventing the brand, Robot Food overhauled the visual identity and on-pack hierarchy taking full advantage of the speech mark shape created by the swirled crème filling. Creating the positioning ‘with BIG personality’ Robot Food has aimed to modernise the brand and bring it in line with the ‘Joy’ positioning of parent brand Cadbury.

“The new pack design has been very well received across all accounts, it is the step change that we were hoping for and really does drive modernity and stand out for the Cadbury Mini Roll brand,” said Jo Agnew, head of Cadbury Cakes.

“We have a fully loaded re-launch happening with TV advertising, strong in-store activation, the launch of two special edition skus and this is all complemented by the impactful pack re-design that we will see on shelf. I look forward to seeing this brand go from strength to strength in 2015.”

On-pack communication has also been ramped up with a series of witty, tongue-in-cheek slogans that give each flavour literal shelf standout. In keeping with the big personality positioning each individual Mini Roll now comes with a fun message on the outer wrapper.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.