UK: Cadbury revamps Boost and Double Decker

By: just-food.com | 22 April 2009

UK confectioner Cadbury has launched a redesign and additional pack size for its Boost and Double Decker bars.

Kate Harding, trade communications manager at Cadbury, said the bars have been redesigned to create "greater standout".

Cadbury Boost has been "brightened" with a sky blue wrapper, whilst the colours of Cadbury Double Decker have been made more "vibrant" and the logo size has increased.

In addition to the re-design Cadbury has launched a Cadbury Boost Duo and Cadbury Double Decker Duo.

"Standard size singles have been growing over the last three years and NPD has been central to this, there has however been a lack of innovation within larger share bars in the last few years which has lead to a decline in the category by 7.4%. This has created a great opportunity to bring interest back to the category by offering greater shopper variety through established brands and NPD," the company said.

The launch is to be supported by a TV sponsorship package as well as POS with a total investment of GBP1.3m (US$1.9m).

In a further move, Cadbury is also launching the Cadbury Dairy Milk (CDM) Bar and a Half. Previously listed as Cadbury Dairy Milk '8 Chunk', the 'Bar and a Half' format aims to have a more feminine appeal.

The CDM Bar and a Half, which will also see a package refresh, will be available in CDM, Whole Nut and Fruit and Nut varieties.

Sectors: Confectionery, NPD & innovation

Companies: Cadbury, Cadbury Dairy Milk