the back catalogue
Product development has always been important to Cadbury. Many of its products have stood the test of time. There’s a timeline on the Cadbury website showing when some of their long-standing brands were launched.
Case study: Cadbury Dairy Milk
One of Cadbury’s first major successes was the launch of Cadbury Dairy Milk in 1905, which made an immediate and lasting impact.
Until this time British chocolate had been considered inferior to Swiss Chocolate, the market leader. By today’s standards British chocolate was coarse and dry and was made with powdered milk. Cadbury spent a great deal of time and money on research and a new plant and developed a new recipe using fresh milk and new manufacturing processes.
Because Cadbury Dairy Milk is Cadbury’s flagship brand it needs to be updated continually. Its major relaunch in 2002/03 included new global packaging and a more coherent approach. This was designed to give a stronger consumer impact and to create a purple patch of Cadbury Dairy Milk products on shop shelves.
There were three long-standing variants of the Cadbury Dairy Milk brand – Cadbury Dairy Milk Fruit and Nut (launched 1928) and Cadbury Dairy Milk Wholenut (launched 1933) as well as Cadbury Dairy Milk itself. There are now many more variants of the brand – Cadbury Dairy Milk Caramel, CDM Turkish Delight, CDM with Crunchie, and CDM Bar of Plenty. There are also seasonal Cadbury Dairy Milk products, such as CDM Christmas tree decorations and CDM Easter Eggs.
