EVERYDAY gifting and special occasions both present opportunities to sell boxed confectionery, says Cadbury brand owner Mondelez International. It suggests retailers should display boxes of chocolates together, ideally on the top shelf of the main chocolate confectionery fixture. When special occasions, such as Valentine’s Day, are coming up they should create a second display in a high-traffic area of the store.
Cadbury Milk Tray had its 125th anniversary last year and celebrated with a new look and the introduction of three new flavours. Cadbury Roses was also given a new pack design and added a new flavour last year.Quoting Nielsen Research, Mondelez says Cadbury Heroes is up 22.7% in value and 19.8% in volume year on year.
• Mars Chocolate suggests highlighting boxed chocolate products can help retailers increase shoppers’ basket spend.
That’s especially true, it argues, if retailers offer a range that includes boxed chocolates, as well as large sharing-sized block chocolate products and bitesize chocolate. It sees one of its lines as an ideal gift or special sharing treat.
A Mars Chocolate spokesperson said: “At Easter 78% of shoppers buy chocolate to enjoy with or give to friends or family members and Celebrations is perfect for this occasion.
“Celebrations brings together much-loved chocolate brands, with something in the box for everyone.”
