Times may be tough, but shoppers and consumers still want affordable luxuries such as confectionery for themselves and others, says Cadbury.
Just as well, because the company has been busy in 2009 with successes including the chocolate bags sector (now worth pound;40.2m, according to Nielsen), Wispa’s completed renaissance to become, according to Cadbury, the UK’s number one single serve chocolate bar within its first year back on shelf, and the launch, in March, of the Cadbury bitesize range, which features re-sealable pouches of Cadbury favourites including Clusters, Raisins and Peanuts.
Meanwhile, Cadbury focused on extending its offering into the gum category with the introduction of Trebor Extra Strong Gum. In addition to the launch, Trebor also re-designed the UK’s number one selling mint range Trebor Extra Strong Mints and Trebor Softmints with a strong, bold, contemporary new design.
The confectionery giant says the total category across both chocolate and sugar confectionery is now worth pound;705.6m within independents alone, and Cadbury has a 32.8% share of this.
So it is little surprise that Cadbury plans to use the channel wisely to deliver more moments of pleasure for its customers and consumers in the coming year, not least at Easter with a raft of offerings including the launch of Cadbury Dairy Milk Caramel Bunnies, two bunny shaped chocolates filled with Cadbury caramel.
Cadbury says new products and heavy investment in marketing are the starting point for its support of the wholesale channel, driving interest in its products among consumers.
It is also a committed supplier behind the Federation of Wholesale Distributors’ ‘My Shop is Your Shop’ campaign and this year it sponsored the first ever MSYS National Walk amp; Shop Day with tailored activity to encourage shoppers to walk to their local independent store. More than 200 Cadbury sales executives walked to their local stores and provided independent retailers with Fairtrade cotton bags branded ‘My local shopping bag’ to give away with every purchase of a 49g Cadbury Dairy Milk bar.
As for 2010, Cadbury says the key brands to watch out for will be ‘adult singles’ such as Wispa, ‘chocolate singles’ such as Cadbury Dairy Milk Buttons, ‘bags and blocks’, ‘mints, medicated and gum’ and ‘giving and sharing’. All these are areas identified for growth.
Helping retailers to understand the benefits of stocking key SKUs such as Wispa is also something that Cadbury will continue tolook at.
Kate Harding, trade communications manager at Cadbury, says: “Retailers who already stock Cadbury Wispa know what it can do for their confectionery sales. It is also important to reinforce the message that Wispa is here to stay. Retailers can make it even easier for customers to spot Cadbury Wispa by double facing the product on the main fixture.”
Cadbury also has lots of exciting plans for 2010, which will be communicated to retailers throughout the year.
“An opportunity for wholesalers in 2010 is offering Cadbury Dairy Milk as part of activity that they are planning to support Fairtrade Fortnight (February 22-March 7),” says Harding.
Last but not least is the perennial new year push for Cadbury Creme Egg which will again be an important focus for Cadbury in the run up to Easter. Harding adds: “It’s important that retailers stock it right from 1st January to help maximise sales, so wholesalers should ensure they are stocking it before Christmas.”