Cadbury reduces support for sharing lines after sales dip

cadburyCadbury is understood to be reducing support for its range of sharing products, including Snaps and Cadbury Melts, after they failed to make an impact with consumers. It is understood the confectionery manufacturer will now focus its support on Dairy Milk and Trident.

The company had hoped to create an “indulgent sharing” category with the launch of Snaps in 2004. It was part of a two-pronged new product development strategy that focused on “eat now” and “eat later” (MW June 23).

Snaps, which are shaped like crisps, are packaged in tubes and were intended for the “eat later” category, as a snack for adults to share.

This was followed by the launch of Cadbury Melts, a box of smaller, individually wrapped Dairy Milk bars aimed at more health conscious consumers (MW June 29, 2006). A re-sealable Dairy Milk Share Box was launched in 2006 (MW June 30 2005).

But insiders say that this strategy appears to have been scrapped with none of the products receiving any support this year and are not expected to be promoted during the lead-up to Christmas, a key sales time for sharing products. It is understood that many retailers have reduced the number of variants they are stocking, with many only carrying one Snaps flavour.

One source adds that the sharing ranges “do not sell if they are not promoted” and she expected the products would “drift out” over time.

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