Adding to the excitement

CDM_50pCADBURY brand owner Mondelez International is turning detective this year with extensive research designed to get to the root of consumer chocolate uses and occasions in  a bid to identify new sales opportunities.

Many consumers are looking for novelty and excitement, and innovation is key to driving sales, argued trade communications manager Susan Nash.

“The most exciting new products in confectionery have been all about blowing apart category boundaries and bringing together different flavours, textures and brands, which drive new consumers to the category,” she said. One example, she suggested, had been the introduction of Cadbury Dairy Milk Oat Crunch which was supported with a £4.5m marketing campaign.

In c-stores, Nash said, Cadbury singles are favourites and she said they have even more appeal now with new look packaging.

“The new look provides a stronger on-shelf appeal and helps retailers to display the full range more easily.”

Mondelez introduced a 50p price-marked range in 2015,  and the firm says 30% of consumers are more likely to buy a price-marked product on impulse and that three out of four adults say they buy PMPs from c-stores.