The crumbliest, flakiest milk chocolate in the world...

Hello,

I recently purchased a 4-pack of Cadbury's Flake, which feature the new "peel and reveal" wrappers.  Wanting to try out this remarkable new innovation, I followed the concise instructions ("Tear Here") only to discover a terrible flaw in the design.

The old wrappers, which just peeled apart, doubled up as perfect crumb catchers - Flake's famously being "the crumbliest, flakiest milk chocolate in the world" - a tagline I remember from the adverts shown on TV during my youth.  Unfortunately the new wrappers effectively just rip in half, meaning the only thing left to catch the crumbs is whatever you happen to be wearing at the time - in this case, my Welsh rugby shirt (we may be out of the running for the Six Nations, but I'm a patriotic fella!)  But I digress...

The instructions seem clear enough, and I'm pretty certain I'm opening them correctly.  Therefore, I can only deduce that the person who designed this wrapper has either:

  a) never eaten a Flake before, or

  b) only ever eaten them in the bath, like the attractive woman from the aforementioned advert - it may be 20-30 years on, but I was an impressionable young lad and these things tend to stick in the mind (if you catch my drift).

As everybody loves Cadbury Flakes, I can only imagine that option (b) is the preferred answer - sitting in a bath full of water would, at least, give you a quick and easy option to clean up any chocolate crumb mishaps.

I should add that I took advantage of the multipack and opened the remaining three Flakes (purely for the sake of experimentation of course) - unfortunately, I couldn't find a way of opening the wrappers without destroying their crumb-catching capabilities.  As a result, I now own the crumbliest, flakiest, milk chocolate covered rugby shirt in the world.

Regards,
Dave



Sadly in the years that have passed since I last emailed Cadbury, they seem to have curbed their sense of humour - indeed, they appear to have taken my email quite seriously indeed:

Thank you for contacting us concerning the packaging of the Cadbury Flake.

I am sorry if you feel the packaging is now unsatisfactory. That was certainly not our intention and we are sorry if the packaging isnt to your liking.

Packaging is continually updated to make it both attractive and durable and whilst we had not planned to make any immediate changes to this particular pack we will make a thorough investigation and make any change that would ensure customer confidence.

We do very much appreciate feedback from our customers and I would like to thank you for taking the trouble to contact us.

Kind regards

Rosie 
Consumer Relations Team