Cadbury Luxury Selection Truffles

Cadbury brings a golden touch to this years Tax Free World Exhibition with the re-launch of its Cadbury Luxury Selection Truffles, part of the brands popular Luxury Selection range. The new styling incorporates a much stronger use of gold colouring in the packaging and replaces the original brown sleeve with the instantly recognisable Cadbury purple.

The new, simplified design conveys a stronger sense of luxury and premium appeal that is complemented by the purple vertical bordering, which expresses the pride and heritage of one of the worlds greatest confectionery brands. Cadburys Shopper Insight programme showed that after the brand name, packaging is deemed the second most important factor when choosing a gift. As a result, the new and stylish gold gift box has been designed for the discerning shopper looking to impress someone with something extra special.

The box still retains the unmistakable Cadbury logo and script but now also has the added opulence of the Cadbury Royal Warrant, the first of which was granted in 1854. The 180g gift box contains 16 delicious Belgium truffles in four flavours:

• Hazelnut truffle dipped in creamy milk chocolate
• Truffle noir dipped in rich dark chocolate
• Vanilla flavoured truffle smothered with milk chocolate with a white chocolate finish
• Milk truffle dusted with fine cocoa powder

Steve Brock, Cadbury General Manager, comments on the premium appeal of the new design: Cannes 2007 saw the original launch of Cadbury Luxury Selection Truffles so it seems appropriate that we return to Cannes for the launch of the new presentation as part of our continuing commitment to our retail partners. The emphasis in the combination of gold and purple in the design resonates on our key themes of luxury, premium gifting and the proud heritage of the Cadbury name.

The box now has a simpler, clearer design that instantly expresses the quality and purity of the product making it visually more impactful on-shelf. All these qualities make it a formidable offering as a premium gifting purchase and, as research shows, the Cadbury Luxury Selection is regarded as the most premium confectionery brand across the globe.

The gifting appeal of Cadburys Luxury Selection range was highlighted by a recent syndicated global study, Listening to the Consumer, which was developed over the past year and incorporates interviews with travellers across the world, including almost 3,000 respondents on the confectionery category. The study showed that 24% of respondents across the globe (Asia, Middle East, Europe and Americas) ranked Cadbury Luxury Selection as the most premium gifting brand. The research also highlighted a particularly strong preference for Cadbury Luxury Selection among younger travellers, aged 18-34.

Steve Brock emphasises the importance of the gifting motivation for the Cadburys Luxury Selection range: The Listening to the Consumer study echoes many of the findings of our own research and we are delighted to see the strength of the premium appeal of our Luxury Selection range. Our own shopper insight programme also suggests that, in the current economic climate, shoppers are placing increased scrutiny on gifting options in Travel Retail and are seeking the confidence and reassurance of trusted brands offering quality and reliability. In the mind of the shopper, the Cadburys Luxury Selection range certainly meets those criteria.

We look forward to meeting our retail partners in Cannes to share both the new design of Cadbury Luxury Selection Truffles alongside the whole Cadbury Luxury Selection range and also highlight how we can exploit the unique appeal of the brand that is regarded by the traveller as the most premium presence in the category.

The new Cadbury stand at the Tax Free World Exhibition, situated in Bay 9 of the Bay Village, will be showcasing its latest innovations to the Cadbury Luxury Selection brand and exhibiting an extensive range of products including its latest addition, the Cadbury Collection Tin (400g).

Further Information:

Lisa Morgan

Kavanagh Communications

01483 238846

e-mail:lisa@kavanaghcommunications.com