INTRODUCING THE NEW LOOK CADBURY® DAIRY MILK® MILK CHOCOLATE
Cadbury has unveiled a number of improvements to its iconic Cadbury® Dairy Milk® Milk Chocolate and Cadbury® Old Gold® Dark Chocolate moulded block ranges that are designed to make consuming Australia’s favourite chocolate all that more special and joyful, whilst remaining focussed on providing great value for consumers.
New Look Packaging
The new Cadbury 100g/110g and 190g/220g block packaging (see individual product pages for the full range and new sizes) showcases a new sleek, stylish and modern carton, with enhanced by gold-stamping and embossed features.
The carton is easier to open, and because it is re-sealable, helps the foil maintain freshness of the chocolate inside. The new re-sealable pack also means there is less mess when storing the product once it has been opened. The pack also serves as an easy slide out tray for row-by-row snacking and the carton and foil are both recyclable.
New size chocolate squares
Upon opening the new-look pack, you will see a more contemporary design chocolate square size.
The new shape is designed to more evenly spread the taste of chocolate throughout your mouth. In contrast, the smaller squares from the former block tended to concentrate the delivery of chocolate to a smaller area of the mouth.
In addition, the wider, flatter shape makes the chocolate easier to break with fewer crumbs.
Nuts now spread evenly throughout each block
Cadbury has also made improvements to its nut varieties. Consumers have told us they want to taste nuts more often. So now, pieces of chopped nuts are distributed more evenly throughout the block, resulting in a great nutty taste with every piece of chocolate.
Changes to Cadbury® Dairy Milk® Milk Chocolate with Fruit & Nut
In addition, Cadbury® Dairy Milk® Milk Chocolate with Fruit & Nut now contains a combination of sultanas and almonds which delivers more flavour and texture than the previous Fruit and Nut mix which contained cashews.
Change in weight
As part of the changes to the range, the weight of the new look, easy to open moulded block range of chocolate has also been reduced.
• The 150g block has been re-sized to 100g/110g for ‘on the go’ consumption.
• The 250g block has been re-sized to 190g/220g for family sharing
The 400g block has also been re-sized to 350g for social sharing.
Price reduction to retailers
At the same time and in line with the weight reduction, packaging improvements (100g and 200g), and new chocolate square sizes, Cadbury has reduced the amount it charges retailers for its moulded block range.
It is important to note that as a manufacturer, by law, Cadbury does not set the retail price you pay in store. This is done by the retailer where you purchase the product. In the overwhelming majority of cases, retailers have reduced the full recommended retail price accordingly.
The changes Cadbury has made to its moulded range have been supported by extensive consumer research, which we believe will ensure Australia’s favourite chocolate will continue to be consumers’ first choice.
Questions and Answers
Q) Why have you made these changes to Cadbury block chocolate?
A) The changes we have made to Cadbury Dairy Milk have been driven by one simple reason – consumer value.
With rising commodity costs of commodities such as cocoa and sugar, we could either leave our block sizes the same and increase the price we charge retailers, or we could reduce the weight and reduce the price we charge retailers.
Whilst we know people love the previous block sizes, keeping our blocks at those sizes was not a viable way of providing affordable Cadbury chocolate and at the same time manage the high costs of the raw materials that make up the chocolate.
As a result, we have reduced the weight of our blocks and the price we sell them to retailers. By doing this, we’ve enabled retailers to price our blocks more competitively within the highly competitive chocolate market. In the overwhelming majority of cases, retailers have reduced the full recommended retail price accordingly.
It is important to note that as a manufacturer, by law, Cadbury does not set the retail price paid by consumers. This is done by the retailer where you purchase the product.
The new carton packaging has been introduced to make enjoying Cadbury Dairy Milk all that more special, and is easy to re-seal and store in the fridge or cupboard with fewer crumbs.
FLAVOURS
Q) There are more nuts visible in your nut varieties. Will this affect the flavour?
A) Consumers have told us that they prefer a more even distribution of nuts in our nut varieties. Now, there are nuts in every square of chocolate within our block range, which provides a more even nut flavour throughout each block.
PACKAGING
Q) Why are you using cardboard instead of paper?
A) The new cardboard pack is resealable which helps to reduce mess of chocolate fragments once the block has been opened. By simply tucking in the tab at the top of the pack, you can easily re-seal the chocolate and foil inside the carton rather than wrap both the foil and the paper of the previous packaging.
In addition, the research we undertook (Consumer Research, The Leading Edge, April 2008) clearly showed that although both the cardboard and paper packs are recyclable, people are more likely to recycle the cardboard carton than the paper pack because the cardboard won’t be screwed up when it is empty like the paper packaging often is.
Q) Is the packaging recyclable?
A) Yes. The new packs are 100% recyclable and the paper mill which will produce the packs has been certified by the Forest Stewardship Council.
One of the benefits of moving to cardboard packaging is that when compared with our old paper packaging, consumers have a stronger perception that cardboard is recyclable and, based on our research (Consumer Research, The Leading Edge, April 2008) we have found there is a 103% increase in consumer intent to place the new pack in a recycling bin than for the paper pack.
Q) How does the new packaging store in the fridge?
A) The pack will store in the fridge without any issues. Fridges are low humidity, so there is no adverse affect on the pack. It is important to note that regardless of how the product is packaged, constant taking chocolate in and out of a fridge can lead to chocolate blooming, or white discolouration.
Q) I liked the smaller chocolate square size. Why did you change it?
A) The new shape is designed to more evenly spread the taste of chocolate throughout your mouth. In contrast, the smaller squares from the former block tended to concentrate the delivery of chocolate to a smaller area of the mouth.
In addition, the wider, flatter shape makes the chocolate easier to break with fewer crumbs.
RECIPE
Q) You have changed the taste of Cadbury chocolate. Why have you done this?
A) Like any business, our intent is always to provide consumers with an experience they will enjoy. Any time we make changes to our chocolate, we do so with one objective - to make a better product than the previous one.
Cadbury Dairy Milk has evolved over the years due to technological changes in the production process, as well as changes in ingredient sources. Whilst these small changes have not always been noticeable to many consumers, we have always tried to be open about the reasons for the change and committed to ensuring the best possible product for our consumers - this remains the case with the new recipe Cadbury Dairy Milk in Australia and New Zealand.
The minor changes we have made to our Cadbury Dairy Milk recipe have been backed by extensive consumer research. It wouldn’t make any sense for us to impose a recipe that the majority of people won’t enjoy eating. Of course, time will tell if the new recipe will be accepted, however we strongly believe we have delivered a product most people prefer.
EYEBROWS ADVERTISING
Q) Where can I get more information about the Eyebrows campaign?
A) The new ads from Glass-And-A-Half Productions are pieces of entertainment that have been created to make people smile. Visit www.aglassandahalffullproductions.com.au to learn about how the commercial was made, download your own eyebrows ring tone, and more!