Cadbury Dairy Milk Big Taste Toffee Whole Nut
Who: Mondelez
What: Cadbury Dairy Milk Big Taste Toffee Whole Nut
Where: Confectionery
How much: Rsp: £2/300g
Why: Despite Brits being mindful of their sugar consumption, the confectionery market is holding strong, and it’s NPD that has made the difference. Confectionery’s top 10 biggest launches added £3.8bn to the category in the past five years [IRI]. Mondelez launched its Cadbury Big Taste range in February, hoping to satisfy a desire for a more textured sharing tablet. The product is part of a three-strong line-up that also features Oreo Choco Chunks and Triple Choc Sensation variants.
Consumer verdict: This big bar was well received by our consumers, who scored it just two below the maximum. Panellists appreciated the “eye-catching” resealable packaging. After tasting, some commented that “Cadbury is always best”, with more than 90% claiming they would consider buying. A few triallists claimed the toffee was overpowering, but others loved the “gooey centre”. Over 40% said they would buy at least fortnightly, calling the product “moreish” and “lovely”.
Pre-trial purchase: 77%
Post-trial purchase: 77%
Better than what’s out there: 77%
New and different: 91%
Overall score: 48/50
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