"Kraft took its Milka brand and began partnering with other brands they owned creating products such as Milka with Oreo cookies and Daim," he says. "Then Kraft acquired Cadbury back in 2010. Now Kraft [Mondelez] owns Cadbury they've taken a similar approach finding ways to take the traditional product offer and create something like Marvellous Creations. From a design perspective it's presented as a traditional Cadbury bar of chocolate dressed up with a hint of 'carnival' to reflect the new combinations. The starting point for the design may also be very deliberate because Cadbury believes it will entice a certain percentage of consumers to purchase based on familiarity."