Cadbury presses on with NPD despite recall crisis

by Nicola Clark, Marketing 18-Jul-06, 08:30

LONDON - Confectionery giant Cadbury will go ahead with its new product development schedule despite suffering the ignominy of a high-profile product recall over salmonella contamination fears.

The high-profile scare has not slowed the company's NPD, and its launch schedule remains almost unchanged. It is understood that while one brand extension was put back two weeks for logistical reasons -- a decision made before the recall -- the timetable for new products remains intact.

Sources claim Cadbury Dairy Milk will be returning to TV, including its high-profile sponsorship of 'Coronation Street', in August. A campaign supporting the launch of a dark-chocolate Flake variant will also be going ahead, as scheduled, at the end of the summer.

A spokesman for Cadbury said: "Discussions [to resume marketing activity] are ongoing, but a firm date is yet to be agreed."

Sources say the company is keen to show it is "business as usual" to prevent competitors from cashing in on its problems.

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