Cadbury - Articles and news items
Industry news • 21 August 2015 • Victoria White
The Business Secretary Sajid Javid visited the home of Cadbury in Birmingham to open a new state-of-the-art production line at its chocolate factory today…
Issue 2 2014 • 1 May 2014 • Charles Spence, Crossmodal Research Laboratory, Oxford University
The new rounded Cadbury’s Dairy Milk chocolate bar has got many consumers agitated because they say it tastes sweeter than the original more rectangular bar. But the company says that the formulation hasn’t changed. Who is right? This furore can perhaps be explained with reference to the literature on shape symbolism. People associate sweetness with roundness and angularity with bitterness, hence making a traditionally rectangular food rounder may alter the perceived taste by priming notions of sweetness in the consumer’s mind. When taken together with the emerging literature on sound symbolic brand naming, it would appear that the confectionary market could learn a trick or two from the psychology lab.
69% of senior executives at UK-based food & beverage producers expect M&A activity to increase in the next 12 months, according to a report due to be released next week…
Issue 3 2009 • 10 September 2009 • Alex Cole, Global Corporate Affairs Director, Cadbury
Talking to ordinary consumers about ethical issues is in Cadbury’s DNA. Two hundred years ago, the Cadbury family set out to market hot chocolate as an alternative to alcohol, priced within the reach of the ‘common man’ and with a guarantee of purity in an age when adulteration with brick dust and other bulking agents was commonplace. That desire for ‘mass’ appeal is still at the heart of our CSR agenda, and sits behind our approach to Fairtrade communications. In becoming the first mainstream confectionery brand to go Fairtrade with a product, we’re not aiming at traditional Fairtrade consumers. Quite the contrary, we’re working with Fairtrade to try to create a tipping point that makes ethics something for everyone. And this is why we think we can help ensure ‘values’ don’t get overtaken by ‘value’ during an economic downturn. But it’s not as simple as it looks, and we’re learning a lot about how different consumers think along the way.
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