Introduction: In this opinion piece, Mondelez World Travel Retail Global Sales Director Carlos Granado Moyano ponders the importance of heritage in an evolving confectionery landscape as the company celebrates 30 years in the channel.
He also reflects on the importance of authenticity, innovation and cultural connection in building Cadbury’s legacy as it marks its milestone 200th anniversary this year.
2024 has been a year of celebration for Mondelez. This year, we celebrate our 30th anniversary in world travel retail but we also have the pleasure and joy of celebrating Cadbury’s 200-year journey. The occasion highlights the lasting importance of brand heritage in a fast-changing world. What began as a small grocery store in Birmingham in 1824, has now grown into a global symbol known for quality, creativity and happiness: Cadbury.
This anniversary not only celebrates Cadbury’s rich past but also showcases its strong commitment to preserving and using its heritage, a strategy that builds consumer trust, drives innovation and secures its legacy among chocolate lovers worldwide.
In today’s connected world, authenticity is essential and it’s no exception in travel retail, a sector where consumers are readily looking to purchase more than just products; they are looking to invest in experiences and exclusivity.
Cadbury’s 200-year legacy tells a story of innovation and craftsmanship, resonating deeply with customers around the globe.
The importance of brand heritage
Brand heritage is crucial for maintaining a brand’s success over time. It acts as a thread that connects history, values and reputation, helping brands stand out in a crowded market by creating strong emotional bonds with shoppers.
In the current retail environment, where competition is rife and every brand is vying for the attention of consumers, having a strong legacy becomes a powerful way to set oneself apart and reassure consumers of consistent quality. This is especially true in a category like confectionery, where challenges such as inflation and supply chain issues can impact brand operations.
Brand heritage is not just about history; it’s about continuation. For Cadbury, it’s about maintaining and building on the trust that has been ongoing with chocolate lovers for 200 years. Our heritage is our promise that each chocolate bar will deliver the delicious flavours that people have come to know us for.
Cadbury has strategically developed its heritage by focusing on product variety, cultural relevance, core values and its distinctly British roots.
Diverse product range
Over the years, Cadbury has grown its selection of products to ensure it meets the diverse and changing needs of consumers. This creates relevance as shoppers can always find a flavour or format that suits their tastes.
In travel retail, for example, travellers can enjoy familiar options such as the classic Dairy Milk chocolate bar or channel-exclusive products such as the Sharing Pack.
Cadbury’s innovation is also seen in how products are tailored for specific spaces; for example, Cadbury buttons come in resealable packaging, perfect for on-the-go snacking in duty-free areas. This flexibility shows how, as a brand, Cadbury is tuned in to what shoppers want, boosting consumer loyalty and reinforcing brand heritage by maintaining a consistent presence in their lives.
Cultural connection
Beyond product variety, Cadbury strengthens its heritage through cultural connection. For example, Cadbury Eggs have become synonymous with Easter celebrations in various parts of the world.
This highlights a great opportunity for the brand to enhance its relevance by including more festive and seasonal products that match the diversity of our global shoppers. This allows us to build connections and reaffirm our dedication to being a part of cherished moments.
At the heart of Cadbury’s identity is its commitment to generosity, symbolised by the ‘glass and a half’ concept. It’s a reminder to us and others to go the extra mile to spread joy.
This philosophy shapes how consumers view the brand, creating positive connotations and building long-term loyalty.
Additionally, Cadbury’s focus on ethical practices, showcased by initiatives like Cocoa Life, highlights its responsibility toward sustainability and ethical sourcing, aligning with consumer values and boosting brand trust.
Celebrating British heritage
Cadbury embraces its British roots and honours its origins in innovative ways within travel retail. By using technology and digital advancements, it modernises the brand for the 21st century, solidifying its status as a global icon.
Last year, it captured travellers’ attention with the launch of 1,000 limited-edition laser-etched bars. Made with cutting-edge technology, these bars celebrated Cadbury’s rich history in a fun and creative way.
The brand has also increased its visibility in travel retail through several campaigns inspired by British culture.
As it marks its 200th anniversary, travellers can engage with vibrant campaigns across UK airports. Many feature exclusive offerings such as the 850g Limited Edition Dairy Milk tablet along with special gifts, souvenirs and contests such as the ‘Spin to Win’ campaign at select airports.
As Cadbury enters its third century, the brand remains dedicated to upholding its rich history while adapting to future opportunities. Heritage isn’t just about looking back; it’s about using the past to inspire change and move forward.
With a focus on product variety, cultural connection and ethical values, Cadbury is well-positioned to continue its legacy as a beloved chocolate brand, celebrated for its quality, innovation and ongoing commitment to spreading joy worldwide.
In celebrating Cadbury’s 200-year anniversary, Mondelez World Travel Retail reaffirms its dedication to supporting brands that embody the spirit of heritage, enhancing consumer experiences around the globe. ✈
