Cadbury axes Biarritz and launches Darkness

Cadbury is axing its struggling Biarritz brand to make way for Darkness, its latest plain chocolate assortment, in an effort to rejuvenate the declining boxed dark chocolate sector.

Biarritz appeared on the market ten years ago, replacing the ailing Bournville Selection, in a distinctive triangle-shaped box. It was supported by a 1.5m TV campaign through Gold Greenlees Trott with the Barry Manilow song “Bermuda Triangle” and the endline “strange things happen in the blue triangle”.

In August 1995, the company relaunched Biarritz in rectangular boxes, after the triangular box was criticised for its inefficient use of shelf space.

Biarritz is now being delisted as Cadbury puts resources behind Darkness – Milk Tray centres covered in plain chocolate – to compete against Nestlé-Rowntree’s Black Magic and Terry’s All Gold brands, which dominate the plain boxed chocolate sector (MW March 15).

An industry source says: “The plain chocolate sector is declining because it is mainly eaten by older people. However, it went through a bit of a revival at Christmas.”

Terry’s Suchard, relaunching its 65 year-old All Gold in a three-layered gold cube (MW March 22), is also bringing out a new selection – All Gold Milk.

A Cadbury spokesman says there are no immediate plans for withdrawal of Biarritz.

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