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).


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