Cadbury considers dropping Natural Confectionery range

Cadbury is understood to be considering the future of The Natural Confectionery range in the UK, just eight months after it was launched.

The range of jelly sweets with no artificial flavours or colouring was brought over from Australia last May and does not have any Cadbury branding on its packaging. But it is thought to have failed to make an impact with consumers and several retailers are threatening to delist it.

Industry insiders say that Cadbury has failed to give the range enough support and a wave of recent price increases has led many retailers to reconsider its place on shelves. One source says, “it didn’t sell and they won’t support it”.

TNCC was launched through a sampling campaign and a series of events. Cadbury appointed experiential agency Sledge to handle the campaign (MW May 17). It was briefed to create a “live environment” to bring the sweet, shaped like snakes, dinosaurs and monkeys, to life. There was also an online campaign. Cadbury roster agency Fallon is understood to have worked on the brand and its UK positioning.

The better-for-you sweets brand was launched in Australia in 1998 and was ac≠quired by Cadbury in 2003. It launched in Ireland in 2005.

A Cadbury spokesman says that he “vehemently denies” that the product is being withdrawn, but refuses to comment on any plans for the brand over the next year.