Travel Retail and Duty Free Business Intelligence    Friday 29 April 2016


Cadbury's Flake brand to enter travel retail - 15/10/09

Published: 15/10/09

Source: ©The Moodie Report

By Mary Jane Pittilla, Brands Editor

The vibrant yellow box of 24 Cadbury Flake chocolate bars was developed to achieve greater stand-out in-store
UK. Cadbury's Flake, one of the confectionery company's most popular products, is to enter the travel retail market next month.

Designed exclusively for travel retail, the new Cadbury Flake Box of 24 individually wrapped Flake chocolate bars aims to target a broader target profile of shoppers seeking a trusted product, particularly during the Christmas and New Year travel period, Cadbury said.

Cadbury’s ongoing shopper insight programme revealed that 60% of shoppers buy confectionery so they can share it with friends or family. The size of the flake bars makes them ideal for sharing or snacking on the go, it noted.

The vibrant yellow box was developed to appeal to those already familiar with the product as well as achieving greater stand-out in-store.

Cadbury General Manager Steve Brock said: “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 world’s most famous bar of chocolate, renowned for its delicious taste and texture.”

The Cadbury Travel Retail team's research highlighted that Asian and American shoppers preferred the number of Flakes to be clearly displayed on the front of the box. As a result, a Union Jack roundel is visible, highlighting that there are 24 bars inside.

Indian consumers expressed a preference for imported brands, such as Cadbury, and were attracted to the product range due to their awareness and fondness for the Cadbury brand and its long heritage.

About the Flake brand

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 created flakey, folded chocolate. 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.


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