UK. Cadbury’s best-selling SKU within the Luxury Selection range, the Cadbury Luxury Selection Praline Tower Pack (335g), is to be joined by two new sizes – 200g and 500g – from May.
Launched in 2005 and exclusive to travel retail, the Cadbury Luxury Selection is a premium range of chocolates that includes pralines, moulded bars and truffles.
The Praline Tower Pack (335g) has continued to grow in popularity and now ranks sixth in sales for Cadbury International Travel Retail – enjoying “a huge uplift” in sales year-on-year, the company claimed.
To build on this success, Cadbury is launching two new sizes in May: 200g and 500g packs. The smaller pack is an ideal gift offering for inflight and the new larger 500g size is tailored for sharing and to impress family and friends, Cadbury said.
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The 200g Praline tower pack (left) is an ideal gift offering for inflight and the new larger 500g size (right) is tailored for sharing and to impress family and friends | |
The decision to expand this range was driven by a cross-category research programme called “˜Listening to Global Shoppers’. Results indicate that Cadbury Luxury Selection is considered to be a premium gifting brand in travel retail, the company said.
Cadbury Travel Retail Acting General Manager Jo Willey commented: “Following the success of Cadbury Luxury Selection, this extension makes the Cadbury Luxury Selection brand available in more locations, such as inflight, to meet the various shopper needs of both self consumption and gifting.”
In addition to the new line extensions, the 335g pack and individual praline wraps will also be redesigned.
“The redesign is intended to make flavour recognition and communication easier for all consumers,” explained Willey. “Language variations in the international market can sometimes cause barriers to purchase; therefore we have found that one of the best ways to communicate with customers is through simplified icons and colours – our redesign highlights this issue.”
