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CADBURY DAIRY MILK

Cadbury Dairy Milk chocolate is one of the major success stories ofthe Cadbury business. Cadbury introduced the new milk chocolate tothe British market in 1905. With its unique flavour and texture,Cadbury Dairy Milk quickly became the market leader and is a firmfavourite all over the world to this day

The New Milk Chocolate

When Cadbury Dairy Milk milk chocolate, with its delicious smooth taste andfull food value of milk, was first introduced to the market in the early 1900s, itmade an immediate impact, quickly becoming the market leader.

It is a success story that has continued to this very day with Cadbury Dairy Milkhaving become one of the world's most famous brand names.

Milk chocolate was first made by the Cadbury Brothers in 1897. By today's standards it was a very coarse,dry eating chocolate, made by blending milk powder with the basic chocolate ingredients of cocoa butter,cocoa mass and sugar.

At that time, the Swiss were dominating the milk chocolate market with a product of superior taste andtexture produced by Daniel Peters of Vevey, using condensed milk rather than milk powder.

In the early 1900s, George Cadbury Junior and experts at Bournville set out to meet the Swiss challenge. Aconsiderable amount of time and money was spent on research into new recipes and production methodsincluding investment in a milk condensing plant at Bournville.

By June 1904, the recipe was perfected and a delicious new milk chocolate, made with full cream milk andcontaining far more milk than any previously known product, was ready for production.

Three names were considered - "Jersey", "Highland Milk" and "Dairy Maid", which became "Dairy Milk"and the new milk chocolate was launched on the market in 1905. It was not only "as good as" but betterthan the European milk chocolate and consumers loved its rich creamy taste.

The original Cadbury milk chocolate continued to be manufactured in decreasing quantities until it wasfinally pushed into obscurity by Cadbury Dairy Milk in 1915.

While advertising and packaging designs have evolved over the years and consider-

able technological advances have been made in the production processes, the CadburyDairy Milk recipe is still basically the same as it was in 1905.


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CADBURY DAIRY MILK

In the MarketplaceChocolate is one of the most popular snack foods, enjoyed by people of all ages.

In 1998 people in Australia spent $1.5 billion on chocolate, in fact, when it comes to enjoying chocolatethe Australian population consumes around 6 kg of chocolate per person per year.

Cadbury Dairy Milk is the top selling chocolate brand in the country with sales valued at $85 million a

year. Led by Cadbury Dairy Milk, the moulded chocolate sector was worth $360 million in 1998.

Cadbury Dairy Milk

Cadbury Fruit & Nut

Cadbury Hazelnut

Dove

Cadbury Snack

Source AC Neilsen

Cadbury Dairy Milk milk chocolate with its unique taste and texture now gives consumers over 40 differ-ent ways to enjoy the world famous recipe. As the brand leader in the moulded chocolate market theCadbury Dairy Milk is the same size as the cheese market.


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CADBURY DAIRY MILK

In the Marketplace cont.

Cadbury Dairy Milk

Kit Kat

Cadbury Cherry Ripe

Snickers

Cadbury Time Out

Cadbury Fruit & Nut

Whitmans

Mentos

Cadbury Hazelnut

Smarties

Mars Bar

Cadbury Yowie

M & Ms

Cadbury Freddo

Cadbury Picnic

Cadbury Roses

Cadbury Crunchie

Chupa Chups

Dove

Milky Way

Source AC Neilsen

Cadbury Dairy Milk is a Cadbury global brand, a familiar sight andtaste all over the world. Cadbury products are sold in just under 200

countries and the company has 25 factories throughout the world.Cadbury products are also exported from Claremont and Ringwoodto many overseas markets.

Wherever Cadbury Dairy Milk is made, quality control experts ensure that the high standards demandedby Cadbury are maintained. So wherever you buy Cadbury Dairy Milk, you can be confident that it isthe best milk chocolate with its deliciously smooth texture and unique creamy taste.

Fun facts:

The largest moulded bar in the world was made by Cadbury Limited in October 1998 to

celebrate the re-launch of Cadbury Dairy Milk.

The giant 1.1 tonne CDM block was nearly 9ft high and 4ft wide. It would take anaverage chocolate consumer 120 years to eat!


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CADBURY DAIRY MILK

That Special Taste

Chocolate is a recipe product and it is not surprising that there are different national preferences about theway chocolate ought to taste.

In Australia, there is a marked national preference for creamier milk chocolate, with the Cadbury DairyMilk brand being the market leader.

Traditionally, dark chocolate is more popular in Europe. European dark chocolate has higher levels ofcocoa solids and therefore tends to have a much stronger flavour than Australian dark chocolate such asOld Gold dark chocolate.

Australian (ANZFA) food laws are quite specific about what can and cannot be called 'chocolate'.

Chocolate is defined as 'any product made from cocoa nibs, cocoa mass, cocoa, fat-reduced cocoa or anycombination of two or more of these ingredients, with or without extracted cocoa butter and sucrose.'

Chocolate must not contain less than 15% total dry cocoa solids, excluding cocoa butter.

Milk chocolate must contain a minimum of 14% milk solids. Cadbury Dairy Milk with its rich creamytaste contains 27% milk solids.

Another important difference between recipe traditions of Australian and European chocolates is the kindof milk used to make milk chocolate. While many European manufacturers use milk powder, often mixedwith whey powder, in Australia, the very best milk chocolate is made using fresh full cream milk.

It is the special flavours produced when fresh milk, cocoa mass and sugar are cooked together in the firststages of the chocolate crumb making process, that give Cadbury Dairy Milk milk chocolate its veryspecial taste.


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CADBURY DAIRY MILK

Dairy Milk TodayCadbury Dairy Milk is much enjoyed by consumers all over the world.

Dairy Milk chocolate is also the main ingredient of many other Cadbury chocolate favourites such asFreddo and Yowie, enjoyed by children as their first taste of chocolate.

Cadbury has developed the Cadbury Dairy Milk range to provide a wide range of block sizes suitable for

all ages and for almost every family chocolate eating occasion.

This wide range of blocks and constant flavour evolution reflects the changes in consumer lifestyles andthe developments within the retail trade.

Since the early 1980s, thesupermarket trade has become avery important confectionery retailcategory along with the traditionalwholesalers, mixed businesses,convenience and petrol accounts.

While purchases in the route tradetend to be single impulse buys,grocery shopping is more concernedwith bulk packs designed to lastlonger. Hence the introduction of400g Blocks, aimed at the maingrocery shopper who is buyingchocolate as a store cupboard treatfor the family.

Whether it is a lunch box filler, a quick snack, a self indulgent treat, something to share with family or

friends or a gift, there is a choice for everyone:

Miniatures to satisfy a bite sized craving, usually found on Convenience store countersand ranged in the Favourites assortment box.

Treat Size - the small bars in bags sold in the grocery trade aimed at the main shopperbuying a portion controlled treat for children

Chunkys 55g Range - the impulsive snack satisfier

100g Pocket Packs - for a big single eat indulgence

250g bars and 400g blocks - for sharing

Giant 1kg and 2kg blocks - popular gift items both in the home market and induty free shops


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CADBURY DAIRY MILK

Cadbury Dairy Milk Pack DesignCadbury Dairy Milk is a Cadbury global brand and wherever this very popular chocolate is sold the packdesign is exactly the same, just the product information is given in the language of each market.

The modern, new global pack design introduced in 1998, which features across the packaging of theCadbury flagship brand Cadbury Dairy Milk and its variants, will take Cadbury Dairy Milk into the nextmillennium.

The first new element is the glass and a half into a chunk icon showing the famous glassand a half of full cream milk flowing into a delicious chunk of Dairy Milk chocolate.

Next, the overall new pack design represents flowing chocolate enveloping the glass andhalf into a chunk icon. This continues across the pack, conveying the deliciousness andtaste appeal of the creamy smooth chocolate inside while recipe illustrations on CadburyDairy Milk variants show the abundance of mouth-watering extra ingredients.

The number of different packaging styles used for the Cadbury Dairy Milk range has increased as thevariety of presentations has extended.

Some bars come in a wrap made of foil-lined paper folded similarly to an envelope. In the 90s came theuse of the innovative flow wrap packaging where the wrap is folded around the chocolate, sealed at the

back and the ends are crimp sealed together. This produces a packaging as close as possible to a fullysealed bar.


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CADBURY DAIRY MILK

Memorable Advertising

Right from the start, Cadbury Dairy Milk success has been based on three factors quality, value formoney and good advertising. In the late 1980s another vital element was highlighted taste - a factorimplicit within previous brand messages but now it was to be given special emphasis.

The "glass and a half of full cream dairy milk in every 200gm" slogan with the picture of milk pouring

into the chocolate block, is one of the all-time greats of advertising.

The glass and a half message has reached consumers in every part of the country - on posters, in almost

every magazine and newspaper, and on television.

This campaign, with its simple message of the goodness associated with the "glass and a half of fullcream dairy milk" combined with enjoyable eating, began in 1928 and admirably served Cadbury DairyMilk in various lifestyle situations over five decades until the late 1980s.


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Memorable Advertising cont.The 90s saw a change in advertising strategy with a greater emphasis being placed on taste, as anothermemorable Cadbury Dairy Milk campaign was launched.

The bold positive statement of "Chocolate is Cadbury" reinforces that no other chocolate compares withthe taste of Cadbury. The Chocolate is Cadbury campaign embraced previously expressed brand valuesof quality food made with the best ingredients and giving value for money whilst associating theemotional values of chocolate with its unforgettable taste.

The clever imagery of this television campaign embraces a wide range of emotions all built around thetheme that chocolate means different things to different people at different times, but must importantly,Chocolate is Cadbury.

Running through the campaign was the haunting slogan and mantra......"Chocolate is Cadbury isChocolate is Cadbury.........".

A number of scenarios were developed within the campaign a man floating with balloons, a girl on aswing, a man doing cartwheels in a field, children at a fair, a girl and her magical flying dog, a teenage

couple exchanging glances on a train, a boy and man dancing for joy - all as result of enjoying CadburyDairy Milk Chocolate.

While the successful elements of all previous campaigns the glass and a half, the purple, the chocolatevortex, liquid chocolate, the chocolate square and the eating enjoyment remain as an integral part of thenew campaign.

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