Cadbury Bournville Unwraps a Bold New Look to Make Dark Chocolate Less ‘Dark’

Cadbury Bournville, the heritage dark chocolate brand that’s been around since 1908, is shaking things up on the shelf with a bold new packaging design and a cheeky new attitude.

Known for its iconic red-and-gold branding, Bournville’s latest refresh keeps one foot in tradition by reviving the original Cadbury Bournville “B” on each chocolate block, but it pairs that heritage with a modern twist. The new look aims to break down the barriers that have made dark chocolate feel a bit too… serious.

Let’s face it dark chocolate has long had a reputation for being a bit elitist. Bournville’s new design and campaign tackle that head-on with tongue-in-cheek humor and a mission to make dark chocolate more approachable and enjoyable. And the refresh doesn’t stop at aesthetics two new flavours have joined the Bournville range: Salted Caramel and Chopped Hazelnut, adding a touch of indulgence to the dark side.

The idea? Get more people to explore dark chocolate without feeling like they’re stepping into a gourmet tasting class. According to Bournville, there’s strong potential here: households that purchase both milk and dark chocolate are among the highest spenders in the category, yet they only represent about 25% of UK homes. That gap? It’s a sweet opportunity for retailers.

This isn’t the only packaging innovation under Cadbury’s belt this year. The company also rolled out a limited-edition summer range featuring cold-activated wrappers designs that change when chilled, revealing hidden patterns in a deep blue hue. Fun meets function, and it’s giving chocolate a whole new way to cool off.

In a similar spirit, Belgian brand Guylian has ditched plastic films on its boxes in favor of a more sustainable, story-driven design. Their new dual-opening closure keeps things elegant while reducing environmental impact.

From playful dark chocolate makeovers to climate-reactive wrappers, brands like Cadbury and Guylian are proving that packaging isn’t just about protection it’s a storytelling tool, a conversation starter, and sometimes even a little bit of magic.