How 3D printing is changing Cadbury's approach to NPD

Cadbury's innovation team is using 3D printing technology to create fast turn-around prototypes of new products.

In the video above, Adam Harris, leader, upstream innovation team, global chocolate strategy, Mondelez International, talks about 3D printing within R&D, as well as their close working relationship with the marketing team in Switzerland.

Harris said: "I can go and talk to our industrial design team now, we can sketch some ideas, by tomorrow they'll have 3D CAD drawings done of those ideas. The following day, we'll have a physical form that's printed off a 3D printer and then the next day we can turn that from a model into an edible product."

He also talks about the global success of Bubbly, a chocolate bar that still has the "essence" of Cadbury Dairy Milk at its core, but features a unique new mould design. 

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published