CADBURY BOURNVILLE PUSHES THE BUTTON ON FIRST EVER SHARING BAG
Cadbury Bournville is moving into the sharing bag format for the first time, with the launch of new Cadbury Bournville Giant Buttons, available nationwide from March.
Cadbury Bournville is worth £15.3m[i], with sales growing at 6.6%i. It benefits from the growing trend for heritage brands and dark chocolate, and the new sharing bag follows the launch of Bournville Orange 100g tablet in January.
The Cadbury sharing bag portfolio is now worth £126mii and growing at 6.6%ii led by Cadbury Dairy Milk Giant Buttons which is the no 1 product in the segment. The introduction of Bournville Giant Buttons in a sharing bag format is set to meet consumer need for a dark chocolate offer.
Mathieu Maggi, brand manager for Cadbury Bournville, said: “Dark chocolate penetration is growing in the UKiii, and we know there are only a few players present within sharing bag. By teaming the most recognisable dark chocolate brand with the iconic Cadbury Giant Button format, we believe we’ve created a real opportunity for retailers to drive sales”.
“Bournville Giant Buttons should be ranged alongside other Cadbury sharing bags,” he added.
The launch will be supported by in-store investment.
Retailers will also be able to find advice on how to boost confectionery sales further on www.deliciousdisplay.co.uk.
What does this mean to the retailer?
- First ever dark chocolate sharing bag launch from Bournville
- Bournville brand is growing at 6.6%i
[i] Nielsen Total coverage Latest MAT we. 08/12/18
ii Nielsen Total coverage Latest MAT we. 29/12/18
iii Kantar worldpanel we 30/12/2018