Cadbury set for major product relaunch in Australia

Posted by Daniel Palmer on 1st May 2009

Cadbury is embarking on a relaunch of their core chocolate products in Australia, which has seen them clearing trade inventories in the first quarter of the year.

The UK-based maker of Dairy Milk and Old Gold chocolate will be relaunching their products throughout the second quarter of the year (April-June) with new packaging a hallmark of the changes.

Cadbury, which sold Schweppes Australia to Asahi earlier this year, has redesigned their iconic block chocolate products to make them resealable and to utilise more recyclable materials. The chocolate itself is not changing but the way it is presented will, with a change of block shape to ensure it can be broken without crumbs. They will also change the production of their nut varieties to ensure distribution of nuts throughout the block is more even.

The confectioner is planning to spend over $13 million on a wide range of media advertising over coming months, with point of sale promotions and ads to focus on their new “Eyebrows” communication – which has proven a successful follow up to their “Gorilla” campaign.

Cadbury reported robust results overnight as their Australian business “grew well despite reducing inventories as part of preparations for a major product relaunch”.