Before & After: Cadbury Mini Rolls

We know Cadbury for their iconic and delicious chocolate easter eggs. Along with an assortment of different and decadent cake snacks. When Cadbury needed a stronger re-brand for the Cadbury Mini Rolls, a product that has been on shelves for over 50 years, Robot Food jumped right in!  

Jo, our client, said, “Cadbury is a strong brand, but the Mini Rolls range is being copied by own-label. Can you help it become the proud market leader again?”


Cadbury Mini Rolls are the original cake bar and have been gracing supermarket shelves and kids’ lunchboxes since 1962. But walk down the aisles and you might’ve missed them.
We capitalised on the speech mark shape created by the swirled filling and developed a positioning “with BIG personality”. The new brand lock-up is bold and fun, and we heroed each product with dynamic photography. These were brought to life with a series of relevant exclamations to give each flavour literal shelf shout. Open the packs and you’ll find further personality with individual wrapper messages.


Designed by: Robot Food

Country: United Kingdom