USA – Global manufacturer Mondelēz International has announced Cadbury Bournville Fingers as the latest addition to its range, designed to help retailers drive biscuit category sales, amid wider category growth of heritage brand confectionery.
The brand has seen significant value growth of 48.2%1, ahead of the market figure for dark chocolate, which is growing by 8.9%. Bringing together the popular Bournville brand and leading Cadbury Fingers biscuits will help retailers to tap into this trend further.
“Cadbury Fingers are eaten by a third of Brits. Combining this much-loved product with a nostalgic brand like Bournville to create Cadbury Bournville Fingers will be an exciting launch for retailers and consumers alike,” Katie Dade, senior brand manager for Cadbury Bournville at Mondelēz International, said.
“With consumers continuing to spend more nights in at home, we have seen an increase in shoppers looking for the perfect treat to share with others in their households. In particular, consumers are looking for products from trusted brands, such as Cadbury and Bournville, which deliver on both quality and taste, in a range of formats.”
“Combining this much-loved product with a nostalgic brand like Bournville to create Cadbury Bournville Fingers will be an exciting launch for retailers and consumers alike.”Katie Dade – senior brand manager, Cadbury Bournville
The launch of Cadbury Bournville Fingers, which includes a high profile TV and media campaign, follows several other successful launches from the brand that helped drive growth for independent retailers.
Earlier this year, Cadbury Bournville moved into the sharing bag format for the first time with the launch of new Bournville Giant Buttons and brought back Cadbury Bournville Old Jamaica, its iconic dark chocolate Rum & Raisin bar, to capitalise on the growing popularity of rum & raisin chocolate, which is growing at 21%.
Mondelez saw its comparable turnover increase by 6% in the first quarter, thanks to the lockdown. In the next quarter from April to June the increase dropped to 0.5%.
Dirk Van de Put, the Belgian at the head of Mondelez International, therefore concludes that the full year will look quite normal, with a traditional turnover growth of at least 3% and a profit increase of between 4 and 6%.
However, fundamental changes hide behind these figures, says the top executive in an interview with Trends.
For example, the relationship between mature markets and developing countries was reversed during the corona crisis: where developing countries before the crisis accounted for roughly 5 to 7% growth, there is now a standstill or even a decline. Developed markets, on the other hand, are sometimes growing by as much as 8%.
But the European figures are hit by the difficulties in the out-of-home channel. The travel segment has been added to European turnover and Mondelez is also targeting out-of-home consumption slightly more on this continent, leading to a negative result in the second quarter. Since then, growth has picked up again, according to Van de Put.
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