New packaging for Cadbury Dairy Milk

Cadbury Dairy Milk, the flagship brand of Cadbury India, is set to sport a new packaging.

With the finding of worms in its chocolate bar by the state Food and Drugs Administration, Cadbury India is working towards strengthening the packing of the Cadbury Dairy Milk range.

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Over the next few weeks Cadbury will work towards introducing either a heat-sealed or a flow-pack packaging that offers a high level of resistance to infestation from improper storage.

Meanwhile, Cadbury India has announced a three-step strategic programme involving the distribution chain and retail channels so as to ensure that the product reaching the consumer is of high quality.

Called Project Vishwas, the programme aims at building awareness among retailers about storage requirements for Cadbury products, assistance in improving storage conditions at the retail end and strengthening packaging of the Cadbury Dairy Milk range. This will be implemented immediately in Maharashtra and will be extended nationwide thereafter.

Bharat Puri, managing director, Cadbury India, said, " We take seriously our responsibility to give our consumers a product that adheres to high quality standards. The three-step programme is a result of our discussions with consumers, retail partners and the Food and Drugs Administration in Maharashtra. We are confident that this will improve the consumers trust in our products."

Also, the company will reduce the bulk packaging from 60 bars to 22 bars. Each bulk pack will be shrink-wrapped. This is expected to minimise the sale of loose packs to the retail trade.

Over the next two weeks, a team of trained quality control managers along with over 300 sales people will complete a thorough check of over 50,000 outlets across Maharashtra that stock and sell Cadbury products.

The teams will conduct checks on storage facilities and Cadbury-supplied chocolate dispensers and talk to owners and educate them about the appropriate handling and storage of chocolates.

As a precautionary measure, they will also replace questionable stocks immediately, reducing significantly the chances of damaged products reaching the consumer.