New route to sales growth

Quoting figures from Neilsen, Mondelez says it has a 31.9% share of the UK’s £4.8bn confectionery market and it puts that down in large part to new product development and the rise in sharing occasions.

It says chocolate is now worth over £3.6bn and that  62% of consumers tested said they would buy its recently launched Dairy Milk Puddles.


That launch was supported with a £4m marketing campaign.

Another recent introduction is the limited-edition Cadbury Dairy Milk Strawberries and Creme.

Trade communications manager Susan Nash said: “NPD has been vital in energising and recruiting new shoppers to the category.

“Cadbury Dairy Milk has constantly delivered innovation to drive growth, including Marvellous Creations and Oreo, which were incremental at 72% and 67% at launch respectively.”

One of the company’s oldest brands, Roses, has been given a new look and has added Almond Caramel Bite to its range.

Nash said: “The new pack design is closer to the historic Roses design, with the reappearance of the much-loved thank you messaging brought up to date with a modern twist.”

Nash underlined the importance of price-marked packs to consumers saying that a third of shoppers see clarity and transparency in pricing as important.

Following the introduction of £1 Cadbury PMPs early in 2015, Mondelez has followed up with a 50p-marked range.

Nash said: “The new promotional PMPs aim to give customers reassurance.”