Nestlé to launch spoiler to Cadburys healthy sweets

In a copycat move, Nestl矒owntree is plotting the launch of a new venture that aims to go up against Cadbury Trebor Bassett’s The Natural Confectionery Company.

In a copycat move, Nestlé Rowntree is plotting the launch of a new venture that aims to go up against Cadbury Trebor Bassett’s The Natural Confectionery Company. The Swiss company is understood to be launching The Real Confectionery Company later this summer.

The Real Confectionery Company is thought to be a range of sugar products, including jellies, that contain real fruit juice and no artificial colourings or flavours. It is expected to be positioned as a “better for you” alternative to the standard confectionery products although it is not expected to be low in sugar.

The launch mirrors Cadbury’s plans for The Natural Confectionery Company, which is being rolled out from this month. The 18-strong range, which was originally launched in Australia, is a variety of fruit jelly sweets that are free from artificial colours and flavours. Cadbury acquired the brand in 2003.

It is understood that the Real Confectionery range will be one of Nestlé’s most significant confectionery launches of the year. It is expected to receive a major marketing campaign, although it is not clear if it will include TV. Nestlé declined to comment.

Industry insiders are sceptical about the raft of “better for you” products and believe that parents are unlikely to be won over by the sugar products. One source says: “Parents might feel less guilty about giving them to their kids but they are really not better for them.”

Cadbury has appointed brand experience agency Sledge to handle a sampling and experiential campaign to the support the launch of The Natural Confectionery Company, and to engage parents and children through word-of-mouth. A brand campaign, which is expected to include TV, is expected later in the year, created by Fallon.

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