To mark the 150th anniversary of the invention of milk chocolate by Daniel Peter, Cailler is not only presenting three new products, but also a completely new packaging design. Nestlé Switzerland is thus emphasising the importance of the brand and focusing on a modern, emotionally charged appearance on the shelf.
Cailler has been synonymous with Swiss chocolate tradition since 1819, and the brand has been a pioneer of milk chocolate since 1875. For its 2025 anniversary, the company is putting packaging at the centre of the brand world. A central detail is the so-called "Täfeli": in future, it will show a cheerful smile on the break side of the bars, which will also be transferred to the packaging.
Colourful appearance and new logo
The entire portfolio appears in bright, lively colours, which are intended to create greater differentiation between the varieties. The modernised brand logo uses white typography inspired by Swiss milk, complemented by the founding year 1819, with the aim of creating a fresh, clear image that also emphasises the brand's origins and tradition.
Packaging as part of the brand world
The new design will be accompanied by the "Unpack your smile" campaign, which will be launched throughout Switzerland from 6 October. It aims to establish the packaging as an emotional interface between the brand and consumers and consolidate the positioning around joy and enjoyment.
New products with customised design
Alongside the redesign, Cailler is launching three new products: the Crunchy Caramel variant of the Branche chocolate bar, the filled "Choco-Nut" bar and the cooperation with Kambly in a new 100-gram format. All products feature the new packaging design and are intended to increase the brand's visibility in the retail sector.
Bruno Emmenegger, Head of the Chocolate Category at Nestlé Switzerland, emphasises the strategic importance: "The new positioning of Cailler as a "Love Brand" and the fresh packaging are a clear signal of the growth ambitions in the domestic market.
Source: Nestlé Switzerland
