Sales of Cadbury Dairy Milk Marvellous Creations bars - one of the biggest fmcg launches of 2013 - plummeted 25% last year.
Marvellous Creations burst onto the market two years ago with countlines and tablet bars in Jelly Popping Candy Shells and Cookie Nut Crunch flavours. The brand has since expanded with new flavours and extended into Easter eggs, and bagged confectionery as Marvellous Mix-Ups.
While the overall Marvellous Creations range is in growth - with bags and eggs bringing in sales of £17m in 2014 - sales of core Marvellous Creations bars fell £11.3m to £33.7m [Nielsen 52 w/e 3 January 2015]. The decline contributed to overall sales of Cadbury Dairy Milk slowing from double-digit growth a year ago to just 0.4% - as revealed in The Grocer’s Britain’s Biggest Brands supplement this week.
CDM owner Mondelez this week said it was normal for confectionery to decline in its second year as trial volume tended to be so strong on new chocolate lines.
“Marvellous Creations had phenomenal success in a short space of time,” said marketing director Matthew Williams. “Now worth £50m, Marvellous Creations is in more than a fifth of UK households,” he added, citing 52-week Kantar Worldpanel data to 4 January 2015.
Mondelez said it had focused on Marvellous Mix-Ups in 2014 - which it described as the second biggest bitesize launch in Cadbury’s history.
“We are committed to further investment to support Marvellous Creations and more activation will follow soon,” said Williams.