Chocolate giant refuses to stand still with flurry of NPD
EVEN if you are one of the biggest confectionery companies in the world, there is no room to rest on your laurels.
That is the message from Mondelez International, which has continued to expand its offer by introducing plenty of NPD, new formats and old favourites.
The start of 2019 saw the firm roll out Cadbury Darkmilk Salted Caramel, a new variant in the 40% cocoa Darkmilk range.
Mondelez also launched two new single 35g Darkmilk bars, which are available in a PMP format.
With PMP helping to boost customer trust, the firm has also introduced new £1 promotional price-marked packs in its range of chocolate bags.
The new £1 95g promotional PMPs are available across some of Mondelez’s bestselling bags, including Cadbury Dairy Milk Giant Buttons, Cadbury Dairy Milk Caramel Nibbles, Cadbury Twirl Bites, Cadbury Bitsa Wispa and Terry’s Chocolate Orange Minis.
As well as PMP, Mondelez has capitalised on the popularity of the tablets segment — which is growing by 3.2%.
Building on the success of Cadbury Dairy Milk Oreo tablets, the chocolate giant introduced Cadbury Dairy Milk Oreo Sandwich last year.
The tablet includes a layer of Dairy Milk sandwiched between mini Oreo biscuits, and has already driven £2.6m RSV sales since its launch in February 2018.
And in January, Mondelez brought back Cadbury Bournville Orange, a bar with real orange fruit pieces, that was first launched way back in 1927.
Bournville Orange will now be a permanent part of the Cadbury offering, also being sold in a PMP format to help drive sales.
For retailers who want to make the most of Mondelez’s expanded range, Susan Nash, Trade Communications Manager at Mondelez International, advises making the main confectionery fixture “easy to shop.”
“Confectionery is one of the biggest food and drink categories in convenience,” she said, “so availability and display are really important.
“Follow the basics to maximise sales in the category.
“Focus on the bestselling lines; have a range that covers all need states (self-eat, sharing and gifting confectionery); place best sellers in the bestselling area; use manufacturers’ point of sale material; make the most of brand investment; keep fully stocked and keep the display tidy; group products with similar attributes adjacent to each other.”