COMPANY PROFILE
he Cadbury brands have a strong heritage, with both Fry’s and Cadbury Dairy Milk bars dating back to the nineteenth century. To this day, Cadbury remains close to the nation’s heart and is home of the number one confectionery brand Cadbury Dairy Milk as well as many more of the nation’s number one confectionery lines. 2010 was a year filled with new product developments
from all the major brands, with Cadbury making some exciting developments within singles, sharing, sugar, hot beverages, mints and gum and over the counter. Highlights included the introduction of Cadbury Dairy Milk Bliss and the addition of Crunchie Rocks to the bitesize portfolio.
ARE YOU A SPOT OR A STRIPE? The biggest campaign of last year was Spots v Stripes, with an investment of £14m in 2010. Cadbury, the Official Treat Provider to the London 2012 Olympic and Paralympic Games, kicked off a two year campaign seeing the nation split into two teams and immersed in game play in the lead up to London 2012. To support the campaign, Cadbury intro- duced the limited edition Challenge Bar, a cleverly designed milk chocolate and white chocolate single block intended to be shared between a Spot player and a Stripe player. Cadbury Dairy Milk, Cadbury Crunchie, Cadbury Dairy Milk Caramel, Cadbury Wispa, Cadbury Twirl and Cadbury Double Decker also received a Spots v Stripes facelift along with multi-packs and some sharing bags. Cadbury also introduced an on-pack promotion, entitled
Challenge an Olympian. It allows consumers to take on some of Britain’s top athletes by registering at www.spotsvstripes. com. Once registered, consumers are given the chance to try and beat the top scores of Olympians in fun games. Spots vs Stripes activity will continue going strong
throughout 2011 with some exciting developments in the pipeline, right up to the Olympics in 2012.
COMMITMENT TO FAIRTRADE In July 2009, Cadbury Dairy Milk became Fairtrade certi- fied in the UK and Ireland. Since then, Cadbury Dairy Milk Buttons and the entire Cadbury hot beverages range have
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Cadbury Dairy Milk is the UK’s number one confectionery brand
also become Fairtrade. To coincide with the hot beverages accreditation, Cadbury revamped the Food Service packag- ing of its top selling Cadbury Instant Hot Chocolate with a modern pack re-design. Cadbury and the Fairtrade Foundation believe that by working together, they can get more people in the UK to buy Fairtrade products and achieve more for this cause than they ever could individually. Cadbury has launched a host of activity around Fairtrade, including the release of the ‘Big Swap Songs’ album, which has been created as a free thank you to anyone who swapped to products with the FAIRTRADE mark during the fortnight. The campaign was also supported with a tv advert. Cadbury Dairy Milk’s commitment to Fairtrade is part of
the Cadbury Cocoa Partnership pledge to invest £45m over 10 years to secure the sustainable future of cocoa farming in Ghana, India, South East Asia and the Caribbean. £30m will be spent in Ghana alone. The programme focuses on investing in farmer education programmes that develop best cocoa management practices, and exploring carbon reduc- tion techniques to secure more sustainable cocoa farming.l
ISSUE 1 2011 © cybertrek 2011
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