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18 Cadbury


Company: Mondeléz International Inc.

Brand value: US$3,868 million

Headquarter city: Uxbridge

Change since 2017: 1%

Industry: Food & Dairy

Year formed: 1824

Cadbury is one of the country’s best known and loved chocolate brands. The brand is instantly recognisable by the distinctive purple wrapping on its Dairy Milk range; other signature products include the Crème Egg, Flake bars, Double Decker and Crunchie. In 2010, Cadbury was bought by Kraft Foods (now Mondeléz). Inflation in the UK has led to Cadbury selling almost 30 million fewer products in 2017 than the year before, but with a higher average price per unit. The launch of more sharing packs of some of consumers’ favourite lines have proved highly successful, with packs of Mini Eggs particularly hot sellers. Cadbury has shifted the focus of its advertising away from its previous “Free the Joy” message, to focus on the principles of founder and philanthropist John Cadbury. A £12 million campaign began with a focus on Dairy Milk with the message “Taste like this feels”, and the brand’s latest global work shows moments of kindness and generosity. Over Christmas 2017, Cadbury used augmented reality in its advent calendar; users could enter a virtual winter wonderland an unlock a different festive selfie each day throughout December. The project led to 200,000 consumer interactions with AR. Cadbury products are available in international markets including Ireland, the US, Australia and India.