How do you launch a chocolate confectionery product for a new consumer group? This autumn Cadbury Limited introduced a chocolate pack with a modern design to attract young consumers. Stora Enso Packaging Boards' Performa board has made it possible to create a design that differs from conventional alternatives. The bleached, mineral coated board containing CTMP has also passed Cadbury's stringent taste and odour tests.

This autumn Cadbury launched a new product for the UK market, Miniature Heroes. The pack contains miniature versions of familiar chocolate brands produced by the company such as Dairy Milk, Picnic and Time Out. Miniature Heroes are packed in an easy-to-hold container which differs from traditional designs for chocolate packs. The choice shows that the trend of the confectionery and chocolate industry to constantly seek a new look will continue as package design is one of the most important competitive factors in the field.
"Although the traditional box-shaped container is perfectly adequate in many cases, the launch of a new product requires a more imaginative design. Design alone, however, is not enough; the technical properties of the package must be in line with quality values, says Packaging Manager Sue Goodby from Cadbury.
The company evaluated various package designs in collaboration with a number of design agencies and packaging consultants. The company also tested consumers' preferences regarding different types of packaging before making their final selection. The package design, which was made possible by using CTMP board, proved to be appropriate as it differed from the company's previous chocolate containers. The UK based company FCP was responsible for converting and implementing the CTMP concept in the project.
Cadbury's own panel tested all the packaging materials. The Miniature Heroes container was subjected to an extensive series of tests in which the odour and taste values were assessed. The various grades of board were then ranked on the basis of the results. The functional and mechanical properties of the package also played a crucial role in the decision as the package would have to keep its shape both in packaging machinery and in the hands of the consumer.
"The odour and taste values of Performa met Cadbury's stringent quality criteria. This is one demonstration of the functionality of the CTMP concept in the chocolate and confectionery industry," says Director Yrjö Aho from Stora Enso Packaging Boards.
The packaging material was reported having very good runnability in container forming machines, which was a decisive factor in Cadbury's choice of board.

Caption:
Cadbury's new chocolate product "Miniature Heroes" is packed in Performa board, which utilises Stora Enso's CTMP concept. The UK based converter, FCP, was highly involved in the design process of this innovative package.

For further information contact:
Stora Enso Oyj
Special Food Packaging Boards
Yrjö Aho, Vice President
FIN-55800 IMATRA
FINLAND
Tel.: +358 2046 121
Fax.: +358 2046 24767
E-mail: yrjo.aho@storaenso.com

Stora Enso UK
Mr Roy Bray
Enso House, New Mill Road
GB-Orpington, Kent BR5 3TW
UNITED KINGDOM
Tel.: +44 1689 836 911
Fax.: +44 1689 829 732

Stora Enso Interamericas, Inc.
Mr Mikko Jaatinen
8750 Doral Boulevard
Suite 270
MIAMI, FL 33178
U.S.A
Tel.: +1 305 716 9799
Fax.: +1 305 716 5441

Stora Enso North America Corp.
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Two Landmark Square
3rd Floor
STAMFORD, CT 06901-2792
U.S.A
Tel.: +1 203 356 2300
Fax.: +1 203 356 2340

Stora Enso Australia Pty. Ltd.
Mr Juhani Ellenberg
Level 17, NCR House
8-20 Napier Street
AUS-NORTH SYDNEY 2060
AUSTRALIA
Tel.: +61 2 9955 4855
Fax.: +61 2 9955 7933

Stora Enso Southern Africa
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P.O.Box 12900
N1 City
7463 CAPE TOWN
SOUTH AFRICA
Tel.: +27 21 595 0942
Fax.: +27 21 595 1688

Stora Enso Scandinavia
Joakim Stockhaus
Packaging Boards
Kanikenäsbanken 10
S-652 26 KARLSTAD
SVERIGE
Tel.: +46 54 22 2700
Fax.: +46 54 22 2720
E-mail: joakim.stockhaus@storaenso.com

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Via A. Volta, 16
1-20093 Cologno Monzese
ITALIA
Tel.: +39 02 251 514 50
Fax.: +39 02 251 514 59
E-mail: renato.somekh@stora.se

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Alain Piattier / Maila Grastilleur
15/25 Blvd de l'Amiral-Bruix
F-75782 Paris Cedex 16
FRANCE
Tél.: +33 1 53 64 7900
Télecopie: +33 1 53 64 7990
E-mail: maila.grastilleur@storaenso.com

Stora Enso Deutschland
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D-40545 DÜSSELDORF
DEUTSCHLAND
Tel.: +49 211 581 2537
Fax.: +49 211 581 2175
E-mail: wilfried.schmahl@storaenso.com

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Dhr J.W.F.Klarenbeek
Postbus 12386
NL-1100 AJ AMSTERDAM
THE NETHERLANDS
Tel.: +31 20 650 5555
Fax.: +31 20 650 5622
E-mail: jan-willem.klarenbeek@storaenso.com

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R/A 8 - HB1
Jebel ali Free Zone, Dubai
Mail: P.O.B. 61265
DUBAI
UNITED ARAB EMIRATES
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Lavalle 556 4°H
AR-1047 BUENOS AIRES
ARGENTINA
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Las Condes
SANTIAGO DE CHILE
CHILE
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Stora Enso (HK)
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Rm. 1406, 36th Floor
3605-6 World Trade Center
280 Gloucester Road
Causeway Bay
HONG KONG S.A.R.
Tel.: +852 2895 2063
Fax.: +852 2576 1480

Stora Enso Singapore Pte Ltd
M.D. Tom Alftan
360 Orchard Road #11-01 International Building
SG-SINGAPORE 238869
SINGAPORE
Tel.: +65 235 3485
Fax.: +65 737 4278

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