Cadbury to focus on dark chocolate

[kevvosa]

               

Cadbury to put focus on dark-chocolate brands

               

Joanna Bowery Marketing 1 Nov 2006 00:00

               

Cadbury
Schweppes is to relaunch its Bournville dark-chocolate brand next year,
as it focuses on the indulgence and health benefits of its products.

               
               
                  

The
company plans to use the heritage of the brand, which was launched
in 1908, to widen dark chocolate's appeal, according to a spokesman.
This will be accompanied by more aggressive marketing for its Green
&
Black's organic dark chocolate in the key Easter period. It also plans
to launch Green & Black's in other markets, including Ireland.
Cadbury is confident that both brands will present routes to growth
through differentiation. Speaking to investors this week, Cadbury chief
executive Todd Stitzer
said the firm was concentrating on four platforms for growth: premium
products, well-being, gifting and affordability in emerging markets.
The firm plans to kick-start a lacklustre UK performance by entering
the
chewing-gum market next year with the launch of its Trident brand. This
will see Cadbury attempt to steal market share from UK leader
Wrigley. 'While...

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[Forth Bridges]

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