Cadbury gives Flake a 5m shake up

05 October, 2007

Cadbury Trebor Bassett is spending 5 million on a TV ad and packaging overhaul

for its Flake brand.

The revamp

aims to enhance the "sensual and indulgent cues" of the brand

to tempt more women, according to a spokesman.

Hitting shelves in mid-October, the new-look ranges include Flake Praline, Flake Dipped, Flake Dark, Flake Moments, Flake Multipack and Flake 99.

The redesign will coincide with the second burst of TV advertising featuring the return of the successful Flake Girl. Cadbury said sales of the core single Flake grew 17 per cent when the ad was last on air in February.

Kate Harding, acting head of customer relations, added: "We expect the more indulgent-looking pack design to build further interest in Flake and, with great on-shelf standout, the new pack should drive trial and repeat purchase in-store."

Cadbury has recalled its 250g promotional bars of Dairy Milk Double Choc Win a Prize and a Half because the products did not

show nut allergy warnings on labels. Retailers are advised to remove all products from display and to return the stock to where it was purchased for a refund. For

information call 0870 2400 861.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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