Cadbury is hoping to stem nosediving sales of its Roses brand by revamping the iconic chocolate to draw in younger consumers and reinforce its gifting credentials.
The new packaging design marks the first significant changes to be made to the 70-year-old brand in five years.
It features multiple roses to provoke "a feeling of abundance and generosity" and the Roses name appears as a gift tag to enhance the product's gift appeal.
The changes come as data seen exclusively by The Grocer revealed Roses has been losing share to arch rival Quality Street. Last year, sales were down 10% to £69.4m [Nielsen MAT 4 October 2008], compared with a 4.6% increase to £78.3m for Nestlé's Quality Street.
The previous year, sales of Roses were up 15.5%, while Quality Street grew just 1.4% [Nielsen].
"There is currently a competitive market for gifting with premium offers and fierce trading both coming into play. As a result, we wanted to increase the 'specialness' of the pack," said Kate Harding, Cadbury trade communications manager. "The new packs bring a contemporary feel to the brand and will help attract a younger audience, without alienating loyal consumers."
The new-look packs would be on shelf from January in time for spring events such as Valentine's Day, Mother's Day and Easter, the company said.
The new packaging design marks the first significant changes to be made to the 70-year-old brand in five years.
It features multiple roses to provoke "a feeling of abundance and generosity" and the Roses name appears as a gift tag to enhance the product's gift appeal.
The changes come as data seen exclusively by The Grocer revealed Roses has been losing share to arch rival Quality Street. Last year, sales were down 10% to £69.4m [Nielsen MAT 4 October 2008], compared with a 4.6% increase to £78.3m for Nestlé's Quality Street.
The previous year, sales of Roses were up 15.5%, while Quality Street grew just 1.4% [Nielsen].
"There is currently a competitive market for gifting with premium offers and fierce trading both coming into play. As a result, we wanted to increase the 'specialness' of the pack," said Kate Harding, Cadbury trade communications manager. "The new packs bring a contemporary feel to the brand and will help attract a younger audience, without alienating loyal consumers."
The new-look packs would be on shelf from January in time for spring events such as Valentine's Day, Mother's Day and Easter, the company said.
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