Cadbury makes bid for premium market

Cadbury is launching a premium extension to its boxed-chocolate brand Roses to challenge upmarket brands and high-end offerings from retailers.

The Roses Luxury Collection, which will be launched later this year, will use the Roses logo and Cadbury’s colour purple, but the packaging will be different from the standard box. The chocolates will not be wrapped and will come in a single-layer box.

The 200-gram box will cost &£4.99 and contain about 16 chocolates. These will be bigger than standard Roses chocolates and will be offered in flavours such as cappuccino, champagne truffle and chocolate brownie. An industry insider says that it is a well-researched product that will build on Roses, which is a strong brand in the gift market.

Cadbury is the latest mainstream confectionery brand to move into the premium end of the market. Insiders say that upmarket confectionery gives manufacturers a chance to sell chocolate at full price.

Nestlé has been trying to break into this market with Double Cream for the past 18 months. The bar was recently relaunched with new packaging. Two new variants have also been launched and the price has been slashed to kickstart sales (MW January 22).

Cadbury is also launching a range of fruit-flavoured Allsorts, which will not contain any liquorice. The product will be launched later this spring.

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