As part of Cadbury's Purple Goes Green sustainabilty programme, it will implement a 31.7% packaging reduction across its selection box range and cut packaging on its tree decoration range by 28%. The traditional tin of Heroes and Roses will be replaced with a cardboard box format in a trial across selected branches of Tesco.
A magical design will feature across the range, to give recession-hit shoppers "a more uplifting experience" this Christmas, said Jo Grice, head of marketing for giving & seasonal.
Despite the recession, Cadbury is expecting stronger sales than last year, when Woolies' collapse pushed down overall multiple impulse retail sales by 11.4% year-on-year [Nielsen].
It aims to build on its 1.3% sales growth last Christmas with a raft of NPD including new Snow Bites (rsp: 99p) chocolate balls coated in a dusted sugar shell which it expects to hit £5m in sales over the period. A Magical advent calendar (rsp: £2.99) will line up alongside a redesigned Cadbury Dairy Milk calendar (rsp: £1.99). The doors will reveal treats that get bigger as Christmas Day approaches.
Meanwhile, all selection boxes and calendars will feature the Make-a-Wish Foundation logo, signifying Cadbury's pledge to raise £400,000 for it in the next three years. This Christmas, individual store promotions would be better received than multipacks as consumers limited spending, said Grice.