Cadbury to put focus on dark-chocolate brands

by Joanna Bowery, Marketing 01-Nov-06

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 confectionery markets around the world are seeing strong
performances from gum, this has not been repeated in the UK and we
firmly believe our entry can only be good news for this category,' said
Cadbury Trebor Bassett managing director Simon Baldry.

Separately, Cadbury has appointed Tamara Minick-Scokalo, Elizabeth
Arden's senior vice-president, as global president, commercial.