Cadbury Bournville brings Orange back to market

Bournville, Cadbury’s most notable heritage brand (worth £13.4m[1] and growing at 2.8%[2]) is bringing back an old favourite – Cadbury Bournville Orange.

Available from January, the bar combines strong cocoa notes with the thick, chunky texture of Bournville and real orange fruit pieces, and will now become a permenant offering for the brand.

Cadbury Bournville Orange first launched in 1927 and was brought back for a limited time in 2009. It is now being brought back to market to tap into the trend for orange chocolate[3].

The bar will be wrapped in a fresh new look, which has rolled out across the entire range. The packaging has a much cleaner wrapper that embodies the key qualities of the product – illustrated by a chunk of chocolate and heritage credentials. The packs also bear the Cocoa Life logo, revealing that it is covered by the single sustainable sourcing programme.

To help retailers drive chocolate sales, Cadbury Bournville tablet will also be launching as a PMP* from January which will ensure stand-out on shelf and boost customer trust.  Research shows that the perception of improved value, increased speed of sales and heightened customer trust2 make stocking PMPs* a great option, with a fifth of shoppers going so far as to say they would choose a particular convenience store if they knew it stocked PMPs2.

Nancy Galvin, brand manager for Bournville, comments: “We’ve seen great results by bringing back old favourites, such as Cadbury Dairy Milk Tiffin. By launching Cadbury Bournville Orange as a permanent addition to the range when the popularity of orange variants in chocolate is growing[4], we believe it will help drive frequency and penetration amongst dark chocolate lovers.

“We’re also excited to launch our PMP bar, which will make packs stand-out on shelf and help drive further sales for independent retailers.”

What does this mean to the retailer?

  • Drive sales with the help of a much-loved heritage brand, now worth £15m[5] in the UK
  • Increase your ROS with new price marked packs* have been specially designed for strong stand out on shelf
  • Stock up now to drive sales with the help of the most significant flavour trends[6]

[1] Nielsen Total coverage Latest MAT we. 03/11/18

[2] Nielsen Total coverage Latest MAT we. 03/11/18

[3] Mintel confec trends 2017

[4] Mintel confec trends 2017

[5] Onesystem Value Sales MAT to w/c 22/04/18

[6] Wy Research June 2018