Cadbury Trebor Bassett Hertford Place Denham Way Maple Cross Hertfordshire WD3 9XB Tel: 01923 483483 Fax: 01923 483400 Website: www.cadbury.co.uk Key personnel Managing Director Andrew Cosslett Director, Sales Mike Denyard Director, Marketing Trish Fields Sales Director, Impulse Martin Drane Head of Customer Marketing Helen Bryant Marketing Controllers Peter Creighton Paul Nichols Marketing Manager Monique Carter Marketing Managers Amanda Banfield Jeff Swan Sally Ferguson Clare O'Donnell Key brands Cadbury's Dairy Milk, Fruit and Nut, Wholenut, Flake, Crunchie, Creme Egg, Miniature Heroes, Roses, Milk Tray, Wispa, Buttons, Trebor Extra Strong Mints, Trebor Mighty Mints, Bassett's Jelly Babies, Bassett's Liquorice Allsorts, Maynards Wine Gums Sweet and powerful The marriage of chocolate king Cadbury to sugar sovereign Trebor Bassett at the beginning of 2001 was one of the single biggest confectionery coalitions. By bringing Britain's favourite chocolate and sugar brands together Cadbury Trebor Bassett positioned itself as the UK's leading confectionery company, holding pole position in both the chocolate and sugar sectors and grabbing an automatic 28% share of the £5.5 billion confectionery market ­ comprising 70% chocolate and 30% sugar products. Too much to resist During 2000, confectionery remained the top impulse category ­ greater than crisps/snacks, biscuits and ice cream combined. And Brits are among the largest consumers, each of us chomping our way through 13.7kg of confectionery a year ­ just 1.8kg short of the Swiss, the undisputed world leaders in the sweet stakes, who indulge in a whopping 15.3kg per head per year. In Britain, we spend £77 each on confectionery compared to £55 on carbonated soft drinks and £21 on crisps. In fact, 94% of the population purchase chocolate or sweets daily, spending on average 30p ­ the majority on Cadbury Trebor Bassett products. "We command a 31% share of the chocolate market, a 21% share of the sugar market, and recent research has revealed that 70% of consumers consider Cadbury to be the best chocolate makers," says a spokesman. The company's success can be partly attributed to three major product launches: Wispa Bite, Trebor Mighty Mints and the headline grabbing Snowflake. "We invest heavily in our brands to ensure the growth and development of the confectionery market. In 2000 we increased media spend which highlights our commitment to building consumer awareness and subsequently driving sales. We are looking forward to growing our business ­ and, indeed, the market ­ with further innovation," says Cadbury. All things nice Women buy 64% of confectionery in the UK and are important gatekeepers to the rest of the family, sharing the goodies around. Men, on the other hand, purchase just under a third of all confectionery and eat the lot! Children, meanwhile, consume the greatest amount of sweets and chocolate ­ at 38% ­ but their spending power is restricted to just a fifth of all sales, much of it consumed after school, reflecting the universal trend towards snacking which has also contributed to confectionery's continuing success. It is now eaten regularly throughout the day, rather than at specific meal times, with peak consumption being late morning, after school and in the evening. Sharing ideas The biggest boosts to Cadbury Trebor Bassett's share of the boxed chocolate market have come with the token gifting brand Roses, and the everyday share brand, Miniature Heroes. Together they helped increase the company's 29% share of the boxed chocolate market by +3.2%. The £825million gift segment accounts for 15% of confectionery sales, but is made up of six categories: l Everyday sharing being at 33% l Personal gift at 21% l Token gift at 13% l Seasonal sharing at 13% l After dinner at 12% l Special occasions at 8% "The confectionery market responds well to innovation and purchases are traditionally made on impulse," says a spokesman. In September 1999, Cadbury Trebor Bassett launched Cadbury's Miniature Heroes. A differentiated brand with a fun and contemporary proposition, Miniature Heroes was designed to drive incremental growth in the twistwrap market, and it succeeded. Significant investment was placed behind the launch with an integrated communications support package worth £4.8million, which continued throughout 2000. High consumer awareness drove incremental sales of the category with twistwrap assortments up +9% over the past year and Cadbury Trebor Bassett sales up +28%. The Miniature Heroes brand, after a Herculean assault on the token gift sector is now worth £40million and, says Cadbury, is set to grow. {{Z SUPPLEMENTS }}

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