Cadbury brings 'healthy' confectionery to the UK

by James Quilter, Marketing 14-Feb-07

Cadbury Trebor Bassett is gearing up for the UK launch of products from its Australian off-shoot, The Natural Confectionery Company (TNCC).

The UK debut of the TNCC range, which contains no artificial flavourings
or colouring, will target a gap in the market for healthy sweets,
tapping into a backlash against food high in fat, salt or sugar. It is

expected to be available by the end of the year. It is understood that

Fallon, a Cadbury roster agency, has been tasked with the UK launch.

Founded in 1991, TNCC's portfolio comprises 18 products. It has a 9%
share of its native market, where its wine-gum brand is the sector
leader, according to Cadbury.

The company was bought by Cadbury in 2003. It launched the TNCC brand in
Ireland in 2005, where it is now the second-biggest bagged-sweet
brand.

Cadbury has a history of taking Australasian products and launching them
in the UK, although not all have been successful. In 1999 it introduced
its Yowie chocolate-egg brand in this country, but withdrew it in
January 2002.

A Cadbury spokesman said the company would not comment on future
marketing.