Innovation the growth key

CONFECTIONERY is the most impulsive category in c-stores with 70% of purchase decisions made in store says Mondelez International.

Examples of what Mondelez sees as crucial chocolate NPD. Cadbury Dairy Milk Medley features what the company terms “onclusions’ on the bar. Cadbury Dairy Milk Big Taste Toffee Whole Nut is one of three Big Taste bars launched last month in c-stores.

Quoting Nielsen research, Mondelez values the chocolate market at £3.7bn and says it is the category leader with 35.8% of sales.

And it says product innovation is central to its continued success.

Trade communications manager Susan Nash said: “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.”

The firm’s Cadbury Dairy Milk Medley – with a soft chocolate centre and a choice of a dark chocolate chips, biscuit and fudge pieces filling or dark chocolate chips, caramelised hazelnuts and raspberry pieces – is a case in point, she argued, saying it had been launched to meet demand from consumers looking for excitement.

Cadbury also introduced Big Taste to the single-sized market this summer by making its Dairy Milk Big Taste Toffee Whole Nut available in a 43g bar. Mondelez put Crunchie back on TV earlier this year after a 16-year absence and is to  spend £6m promoting the Cadbury brand this year.

“The focus of the campaign will be on the brand’s top-selling adult singles – Cadbury Crunchie, Cadbury Wispa, Cadbury Double Decker, Cadbury Boost, and the UK’s number one chocolate single bar Cadbury Twirl – which offer a wide range of tastes and textures,” said Nash.

The company is committed to further investment in the coming 12 months, particularly in research, she  added.