Cadbury Pakistan recently launched a new shape for their single bar Dairy Milk chocolate.

Priced at Rs 45 for a 37 gram bar (the old, flat bar was priced at Rs 55 for 47 grams), the new version has rounded contoured segments. The bar comes in three variants: plain chocolate, Roast Almond and Fruit and Nut (the latter two variants are priced at Rs 50 for 40 grams). According to Uzair Khan, Senior Brand Manager, Chocolates, Mondeléz Pakistan, “We launched the new shape to increase awareness and sales volumes of the mid-price (Rs 30 to Rs 120) range.” Although the recipe has not changed, Cadbury believes that making the chocolate pips [curved segments] circular improves the ‘melt in the mouth’ feel and makes the consumption experience more enjoyable.