Choco Fix introduces today’s children to the idea of Airfix models in an exciting new way.
In a culture where children are accustomed to HD video games, 3D movies, and tablets, simplicity can seem a bit dull. As technology advances consumers expect more from their products, and that creates a need for companies to push their products- making them more appealing but also more capable. In search of innovation, confectionary company Cadbury issued a task to graduate students at the Central Saint Martins school at the University of Arts London, and, surprisingly, the winner showed how changes to older products can excel in the modern age.
Robert Cooper created a chocolate wafer snack that doubles as Airfix-style models. Reminiscent of model airplane kits, ‘Choco fix’ kits allow customers to build edible airplanes, cars, dinosaurs, and horses. Each pack contains chocolate wafer pieces that can be placed together to form a model. The design uses hollow-wafer technology which wields a wafer shell in two halves that are formed over a mold. The shapes are then stamped out of the sheets and the middle is filled with chocolate that is used to ‘glue’ together the two halves.
An added feature to the ‘Choco fix’ kits is packaging that makes use of augmented reality. It is made from thermoformed polystyrene material that can be used to create 3D versions of the images on a smartphone or tablet. Viewing the dinosaur kit though a smartphone, for example, creates the effect of a real dinosaur standing on top of the kit. This will aide in catching the eye of a modern-day kid, who might not be as impressed by the kinds of painted on images that were used on an Airfix box.
When Cadbury issued the challenge to the students, they asked that the designs use chocolate in an innovative way, based on the fact that customers expectations are rising and because chocolate prices have increased. Cooper’s idea was inspired by the underutilization of hollow-wafer technology and a nostalgic feeling for model airplanes. He said his product ‘creates a mess-free moment of Cadbury’s escapism that crosses generations, cultures and languages.’ By putting a new twist on the Airfix models, Cooper will be able to introduce this fun and yummy activity to a whole new generation of children.