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Cadbury loses more than £6m in Creme Egg sales after changing recipe

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G

Gowans

Member
Cadbury loses more than £6m in Creme Egg sales after changing recipe

Company suffers multi-million pound losses after sparking storm of protest across Britain by replacing Dairy Milk in recipe with cheaper chocolate

The makers of Cadbury Creme Eggs are launching an Easter fightback in the wake of suffering multi-million pound losses after a controversial change of the chocolate recipe last year.

A new report shows that Cadbury is gearing up for a spring offensive as cracks have begun to appear in its dominance of the Easter egg market in the UK.

Research by analysts IRI for trade magazine The Grocer found that the brand's best-selling Easter lines lost more than £10 million in sales last year, narrowing its market share from 42per cent to 40per cent.

The report says that the Creme Egg was the biggest loser after US owner Mondelez sparked a storm of protest across Britain by replacing the Dairy Milk in its recipe with cheaper chocolate. Filled and shell Creme Eggs lost more than £6 million, said the study.

However, Mondelez insists that the recipe change did not have an impact.

Marketing manager Claire Low told The Grocer: "The fundamentals of Cadbury Creme Egg remain exactly the same. It's simply not the case that Creme Egg has always been made with Cadbury Dairy Milk."

But the report says that Creme Egg was not the only casualty. Sales of Cadbury Egg 'n' Spoon, launched in 2012, crashed by £1.2 million as average prices fell by nearly a fifth, partly as a result of fiercer deals and strong growth for own label and the discounters. Ms Low acknowledged that with this Easter the earliest since 2008, recovering lost sales would be a tall order.

"We are aware shorter seasons can be challenging," she told the magazine. "To strengthen our positioning, we will continue to invest in power brands, launching new seasonal products and a brand new Easter pack design."

The Grocer said that competition is heating up with Mars' January launch of Galaxy Golden Eggs, its extension of the Malteaster bunny range with a new family pack and Ferrero's launch of Kinder Joy among notable new product developments.
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Source: http://www.telegraph.co.uk/news/shopping-and-consumer-news/12094209/Cadbury-loses-more-than-6m-in-Creme-Egg-sales-after-changing-recipe.html
 
A

Auctopus

Member
Sorry, is this potential sales due to loss in market share?

There's no way they literally lost £10 Million on crème eggs.
 
V

valkillmore

Member
And the eggs are way smaller now than they used to be. And they're now available for a longer period of time during the year, too, what with all the satellite products available that are basically the egg but in different shapes.

Greedy FUCKS
 
P

Peru

Member
Egg n spoon is similar to what we've had going for quite a few years as the de facto easter egg chocolate treat here. If they taste like ours (well, before the dairy milk replacement) then they are (were) tastier than standard creme eggs.

3EA64715.jpg
 
Q

QuicheFontaine

Member
Didn't they also change the pack sizes from half dozen to five?

Goddamn money grubbers. We all new this would happen when fucking KRAFT bought a beloved UK brand. They'll wring it out like a damp flannel.
 
R

Rootbeer

Banned
I can't stand waxy chocolate. It's especially bad during easter and valentines, almost everything on the shelf is waxy.

So what are the best alternatives to Cadbury if you want decent quality easter candy but don't want to go to a speciality chocolate store (even though that's a fine idea?)

Cadbury chocolate in the USA is even worse than in Britain. Almost all of it is waxy now.
 
K

Kathian

Banned
Kraft thought they could make their sweets cheaper to make without seemingly realising that Cadbury chocs are some of the most expensive on the market.
 
BibiMaghoo

BibiMaghoo

Member
Ever since they bought Cadbury's, their products have been getting worse and worse each year. Smaller too, noticeably so.
 
S

Skellig Gra

Member
Peru said:
Egg n spoon is similar to what we've had going for quite a few years as the de facto easter egg chocolate treat here. If they taste like ours (well, before the dairy milk replacement) then they are (were) tastier than standard creme eggs.

3EA64715.jpg
Click to expand...
My man
 
B

Bony Manifesto

Member
BibiMaghoo said:
Ever since they bought Cadbury's, their products have been getting worse and worse each year. Smaller too, noticeably so.
Click to expand...

Not sure about them getting smaller, but they've definitely been deliberately reducing the quality across the board. I think everything that doesn't explicitly say Dairy Milk on it is going to have this cheaper variety of chocolate if it doesn't already. Not to mention the other tweaks to recipes to save money, like replacing raisins with sultanas in Fruit and Nut.
 
C

Chris1

Member
Bought some last year and thought something tasted off, googled it and found out they changed the recipe. Haven't bought one since and don't plan to buy this year either.
 
Nicktendo86

Nicktendo86

Member
They have been making their chocolates smaller and also bringing out really odd new products. They have definitely gone downhill since the takeover.

Their twirl bar is, however, still the GOAT.
 
S

Saint of Killers

Member
Shuggananas said:
Cremeegg.jpg


this shit looks vomit inducing, no matter what the recipe is, I'm never putting that shit in my mouth
Click to expand...

The filling is never that runny. Not in the ones I eat. It's gloopy, sure, but not runny like that image implies. ...But then I haven't eaten one in *years.* Loved 'em when I did, though! I'd scoop the innards out with a spoon and give most of the chocolate to my sister or brothers. :p
 
K

Kapi96

Member
Good, serves them right. I hope they lose much much more on account of them being ignorant pricks and refusing to see that the unwanted recipe change is the cause.

As for me, I'll be happy with my Galaxy eggs instead :)
 
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