THE CRUMBLIEST, FLAKIEST CHOCOLATE ARRIVES IN TRAVEL RETAIL
Flake lovers around the globe will be pleased to hear
Cadbury is welcoming one of its most popular products, the crumbliest,
flakiest milk chocolate to Travel Retail. The Cadbury Flake Box launches in
November 2009, providing an ideal opportunity to increase sales and target a broader
target profile of shoppers looking for a unique and trusted product, particularly during the vital Christmas
and New Year travel period.
Cadburys ongoing shopper insight programme revealed that 60% of shoppers buy
confectionery so they can share it with friends or family. As a result, Cadbury
is launching a box of 24 individually wrapped Flake bars designed exclusively
for Travel Retail. The size of the flake bars makes them ideal for sharing or
snacking on the go perfect for the travel environment. The vibrant and
instantly recognisable yellow box will appeal to those already familiar with
the product as well as achieving greater stand out in-store that enables all
shoppers to identify the product with ease.
Steve Brock, Cadbury General Manager,
comments: With almost a century-long heritage, the Cadbury Flake brand is
renowned and loved worldwide and our research programmes ensures that we always
stay abreast of our shoppers evolving needs and demands. Our insight findings
are reflected in our eye-catching packaging, which supports both our shoppers
and retail partners.The new Flake bar
box is a convenient and stylish way for shoppers to take home and share with
friends and family one of the worlds most famous bar of chocolate, renowned
for its delicious taste and texture.>
The Cadbury Travel Retail team initiated
the design of the Cadbury Flake box following its extensive research programme
conducted on shoppers. The research highlighted, for example, that Asian and
American shoppers preferred the number of Flakes to be clearly displayed on the
front of the box. As a result, there is a Union Jack roundel visible on the
front, clearly highlighting that there are 24 bars inside. The insight also
highlighted that Indian consumers expressed a preference for imported brands,
such as Cadbury, and were attracted to the Cadbury product range due to their
awareness and fondness for the Cadbury brand and its long
heritage.
The Flake bar was first developed in 1920 by a
Cadbury employee who noticed that when the excess from chocolate moulds was
drained off, it fell off in a stream and created flakey, folded chocolate. From
that simple observation, Flake was born and was launched as Flake Dairy Milk. The bright yellow wrapper appeared in 1959 and,
at the same time, the Dairy Milk reference was dropped. Sales of Flake
quadrupled in the UK
in the 1970s with the popularity of the TV advertising,
showing a series of sensual Flake Girls enjoying the chocolate.
Further Information:
Lisa Morgan
Kavanagh Communications
01483 238846
e-mail:lisa@kavanaghcommunications.com