The new look, which will roll out on boxes from this month, has been designed to appeal to shoppers looking for a gift. "It has also been found to appeal to the target 35 to 45-year-old female recipient of Cadbury Milk Tray," a spokeswoman said.
The two most unpopular chocolates - Mocha Mystery and Soft Whisper - have been removed from the range and Cadbury has made the allergen warning more prominent on the packaging.
Trade communications manager Kate Harding said: "Cadbury Milk Tray has nearly 100 years of heritage and continues to be one of the biggest gifting brands in the UK, worth £19.6 million in consumer sales value."
The revamped packaging will feature on boxes weighing 200g (rrp £2.99), 400g (rrp 5.99) and 600g (rrp 9.99). In-store POS will also be available for independent retailers.