Cadbury Fudge was originally launched in 1948. Cadbury Curly Wurly in 1971. And Cadbury Freddo in 1973. Because these brands first debuted decades ago, their packaging was redesigned to better reflect the nostalgia consumers have for them. Designers faced the challenge of creating unity within the confectionery range of products while increasing shelf standout. As a result, Cadbury’s Fudge, Curly Wurly, Freddo and Chomp brands got a retro makeover. For instance, blue lettering has returned to Fudge packaging and the Freddo frog character was redrawn. “It was this nostalgia that inspired the new look packs,” says Alan Gilbody, director, Slice Design. “In times of economic downturn, consumers tend to hark back to times when life was easier, summers were long and no one had a care in the world.” (Package design: Slice Design Limited,