Mondelez revamps Christmas confectionery lines

Cadbury owner Mondelez has revealed plans to boost Christmas confectionery following flat sales.

As part of the changes, it is also reducing the size of its Cadbury Roses and Heroes chocolate tubs and focusing on children’s gifting.

Steve Chick, brand manager, told The Grocer: “What we are planning is to ensure we have a balance between new products and investing in activation with our biggest campaign to date.

“There are plenty of tubes and selection boxes out there, but there is demand for stronger gifting at Christmas.”

Newcomers to the children’s gifting category will be a Cadbury Dairy Milk Freddo faces gift pack and a Marvellous Creations pack (both RSP £3.99) among other new products.

Mondelez is also launching a 200g advent calendar (RSP £4.99), 110g heavier and nearly £3 more expensive than the Cadbury Dairy Milk version.

Roses and Heroes have also been revamped, with almond caramel bites joining the former and Wispa the latter. The chocolate tubs have shrunk, though the price has not. Roses will go from 780g to 729g while Heroes fall from 780g to 695g.

Chick added: “We are under pressure to ensure tubs are great value and are convinced the changes we have made to the list of chocolates ensure they remain so.”

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