Cadbury expands travel-retail range

Nicole Mezzasalma

2-Mar-2010

Two new sizes of the Cadbury Luxury Selection Praline Tower Pack will be added to the brand’s assortment from May

Confectionery supplier Cadbury has unveiled two new additions to its Luxury Selection range—the Cadbury Luxury Selection Praline Tower Pack in new 200g and 500g (pictured) pack sizes—which will be available from May exclusively in travel-retail. The original 335g pack of the Praline Tower is the brand’s best-selling sku within the Luxury Selection range and the sixth in sales for Cadbury International Travel Retail (ITR), according to the company.

The decision to expand this range stemmed from a cross-category research programme called Listening to Global Shoppers, which the company said indicated that Cadbury Luxury Selection was considered to be “the most premium gifting brand in travel-retail”.

Cadbury ITR acting general manager Jo Willey said: “Following the success of Cadbury Luxury Selection, this extension makes the well-loved Cadbury Luxury Selection brand available in more locations, such as inflight, to meet the various shopper needs of both self-consumption and gifting.”

The existing 335g pack and individual praline wraps will also receive a redesign, Wiley added. “The redesign is intended to make flavour recognition and communication easier for all consumers. Language variations in the international market can sometimes cause barriers to purchase; therefore we have found that one of the best ways to communicate with customers is through simplified icons and colours. Our redesign highlights this issue,” she explained.

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