Cadbury targets adults with Share Box launch

Cadbury Trebor Bassett is launching a range of adult sharing products under the Dairy Milk brand in an attempt to boost its position in the “chocolate for adults” market. It is investing &£4m to support the range.

Dairy Milk Share Boxes, which will be launched in the autumn, will be aimed at the adult market and will be positioned as a product suitable for sharing as well as for consumers looking for an everyday chocolate treat.

The product, which comes in a re-sealable box, is about the size of one chunk of Dairy Milk and will be available in three variants: Dairy Milk, Crunchie and a mixed box. The chocolate pieces are individually wrapped.

An industry source says that Cadbury is trying to develop ranges that are relevant to the convenience and snacking market. The range will differ from other boxed chocolates in being a chocolate treat, similar to a bar of chocolate, rather than a “special treat”.

Share Boxes will be launched a year after the confectionery giant launched Snaps, a sharing product aimed at the indulgent market (MW June 24, 2004).

The product was one of the first launched under a new product strategy of developing chocolate in two categories, “eat now” and “eat later”. Snaps is aimed at the latter category, whereas Share Boxes is aimed at the former.

Cadbury is also extending its core Dairy Milk bar range with the launch of Dairy Milk Turkish. It is understood that the bar will replace Turkish Delight, which had been retained following the introduction of its master branding strategy in 2003 (MW May 8, 2003).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here