IKEA's Chocolate Bunny — Repackaging Easter

Spring is a time for looking forward, and we’re looking forward to stuffing ourselves during Easter brunch! While we’re in a food coma, IKEA is making big moves. The Swedish innovator is springing ahead with an idea that rethinks a traditional Easter treat and the packaging that makes it possible.

When it comes to chocolate bunnies, what you see is usually what you get. If you spy a rabbit-shaped package nesting in your Easter basket, there’s a 100% chance you’re looking at chocolatey goodness. Some say if the packaging isn’t broken then don’t fix it, but IKEA’s reimagining will have companies running back to the drawing board.

What you see here is a completely flat chocolate bunny, and it could change the face of Easter forever. At the very least, it will make sure your chocolate bunny’s face doesn’t get crunched in due to a flimsy foil wrapper! Rethinking the product has big implications for packaging — just like Amazon’s rethinking of their smiley-face box.

Flattening the chocolate bunny also let IKEA flatten the candy’s packaging. Flat boxes save space on the shelf, and have a direct influence on reducing your material and shipping costs. They also save space in your Easter basket, so you can fit more jelly beans in there. As if you needed any more reasons to love efficient packaging!

“Now wait just a minute,” you may be thinking. “Rabbits are a lot of things: cute, fuzzy, wascally — but they’re not flat.” How exactly do you flatten a chocolate bunny and still make it look like proper Easter treat? In typical IKEA fashion, there’s some assembly required. Good news: if you want to eat the ears first, you can pull them right off!

IKEA’s chocolate bunny is a creative display of what going back to the drawing board can do. They executed a fun Easter surprise for kids across the world, all while improving the packaging of a product nobody thought to rethink.

The packaging industry would never have gotten where it is today without the help of people looking outside the box. At Ernest Packaging Solutions we’re always looking for solutions from a different perspective. See how Ernest’s innovation helped Sunfood Superfoods save time and money with a better packaging solution.