Key Cadbury launch will enter Maltesers territory

Cadbury is understood to be planning a major assault on rival Mars next year with the launch of a bite-size product. It is understood Cadbury is keen to steal market share from Maltesers and Mars Planets, which dominate the category.

Insiders say that Cadbury is frustrated that it has failed to break into the category over the past few years. It is not clear if Cadbury is planning to launch a new brand or if the product will be introduced under an existing brand. Sources say it will be the company’s key launch and that it will receive a major marketing support campaign.

In the past, it has launched Cadbury Tasters, which has Dairy Milk and Whole Nut variants, and Strollers, chocolate covered raisins, toffee and biscuit, but both failed to make an inroad into the market. It also has Cadbury Buttons and Giant Buttons, and Cadbury Shots, which are not available in the UK.

In the confectionary market, the bize-size category was worth £464m last year (IRI). It saw growth of 12.7% over the period, which was partly attributed to the launch of Mars Planets. Maltesers is the category’s top selling brand but it is also the second biggest brand in the take-home market (TNS World Panel).

Nestlé attempted to challenge Mars’ dominance in the market with the launch of KitKat Kubes in 2003 but the range was scrapped in 2006 due to poor sales (MW May 18, 2006).

No-one at Cadbury could be reached as Marketing Week went to press.

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