Can Cadbury Daim bar repeat success of Oreo CDM?

  • Print
  • Share
  • Comment
  • Save

Cadbury Chocloate street

Cadbury has wrapped an entire London street in festive paper for the filming of its first-ever Christmas TV push. In the ad, local families will ‘unwrap joy’ on Christmas morning. The push will support the whole Cadbury range. “We think this will be a real festive TV event,” said marketing manager Rick Lawrence.

Mondelez is hoping to repeat the success of its Cadbury Dairy Milk With Oreo bar with a Daim version.

Rolling out next week, Cadbury Dairy Milk with Daim (rsp: £1.42/120g) will once again twin a Mondelez brand with CDM, the UK’s best-selling chocolate bar. Mondelez said CDM Oreo had clocked up £10m in sales since it was launched last October.

In its first two weeks on shelf, The Co-op Group said CMD with Oreo outsold all other chocolate block SKUs by 2.5 to one.

However, Daim might struggle to perform quite so well, suggested some observers. Daim is a smaller brand than Oreo, with sales of £12m compared with Oreo biscuit’s £22m, according to Mondelez.

“Oreo Cadbury is a hard act to follow as Oreo has a huge following, so both brands working together was a great proposition,” said Claire Nuttall of Thrive. “Daim will deliver well but not as phenomenally.”

Daim variants of brands including Almondy tarts and Mondelez’s Mikado biscuits and Milka chcoclate are on the market, but Mondelez is to axe Milka with Daim to avoid duplication with CDM.

Daim was called Dime in the UK until 2005, when it changed in line with the rest of Europe.

Have your say

These comments have not been moderated.

You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment.

Any comment that violates these terms may be removed in its entirety as we do not edit comments.

If you wish to complain about a comment please use the “report this comment” facility or email groceremails@wrbm.com

Mandatory
Mandatory
Mandatory
Mandatory
  • Print
  • Share
  • Comment
  • Save

Grocer jobs Experts in FMCG

CR Smith Sales Executive

Sales Executive - CR Smith

OTE £50K + Car + Monthly incentives
Search jobs
Sign in

Newsletter Sign-up

Free

I wish to receive the following newsletters:

For Members

Become a Gold Member to receive these newsletters:

Become a Finance Member to receive these newsletters:

Become a member of The Grocer

DIRECTORY

The+Grocer+Directory

CLICK HERE to search for the products, services and companies you need in the definitive guide to the UK food and drink industry.

FOLLOW THE GROCER

The Grocer's commentators and opinion makers