Who: Mondelez
What: Cadbury Dairy Milk Marvellous Creations Banana Caramel Crisp
Where: Confectionery
When: Launched April 2014
How much: £2/200g
Why: Marvellous Creations has been an incredible success for Mondelez, adding about £50m to the value of the Cadbury Dairy Milk brand with its range of wacky chocolate and candy combinations. Launched 18 months ago, the brand has since been expanded into sharing bags through the Marvellous Mix-Ups range, into the Easter market as a shell egg and even into pot desserts through a licensing tie-up with Müller.
Consumer verdict: The latest chocolate bar addition to Marvellous Creations maintained the same good level of pre-trial interest generated by earlier variants. However, the inclusion of banana was polarising and the bar scored slightly below the category average, and lower than previously tested Marvellous Creations products Jelly Popping Candy Shells (which scored 47) and Cola Pretzel Honeycomb (42). One-third said the bar wasn’t for them and that they would never buy it.
Pre-trial purchase: 46%
Post-trial purchase: 39%
Better than what’s out there: 37%
New and different: 93%
Overall score: 37/50
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Fast Foodfax is prepared by Cambridge Market Research , which works closely with The Grocer magazine on a variety of projects including the consumer judging element of the The Grocer’s Own-label Food & Drink Awards and New Product Awards.
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