Cadbury Twirl Orange, Mondelez International
After much anticipation, Cadbury launched a limited-edition Orange variant of Cadbury ‘s No1 single Vending bar Cadbury Twirl Orange in September. The new product brought together the nation’s favourite adult chocolate bar and one of the nation’s most popular chocolate flavours . The launch was the UK’s first-ever Twirl flavoured variant.
Cadbury Twirl Orange is aimed at consumers who are seeking new flavours and experiences from their chocolate choices and the team at Cadbury worked hard to get the perfect blend of delicious Cadbury chocolate and orange flavour. Operators’ response to the product was overwhelmingly positive, and consumers loved it too.
In 2018, flavours represented 24% of total adult singles confectionery sales. Furthermore, flavours are growing 7% year-on-year with new limited-edition flavours delivering £16M in sales.
The limited-edition Cadbury Twirl Orange bar was incredibly popular with consumers in vending, drawing footfall to vending machines as customers and clients sought the hotly-anticipated new product. Vending operators were encouraged to order stocks early to avoid disappointment.
The launch followed ‘hot on the heels’ of the brands TV and digital marketing campaign ‘What makes it so twirly?’ which ran from July, building top of mind recall for the brand.
The UK launch of limited-edition Cadbury Twirl Orange comes off the back of success in Australia and New Zealand. The region saw unprecedented incremental sales for the brand.
The product was the 4th highest selling adult singles launch in the total category, despite only being available for 6 weeks. The Cadbury Twirl brand has also seen +7.8% growth over the past year attributed in part to the launch of Twirl Orange.
Vending Operators from around the country benefitted from increased sales and more importantly increased excitement around vending machines.
Natalie Baker of Westway Vending said:
At Westways Vending we were very excited about the limited- edition Cadbury Twirl Orange, and it didn’t disappoint! We couldn’t keep up with the demand as they hit our machines. Customers, staff, friends and family loved them and kept asking for more. Twirl Orange was the most talked about confectionery item of the year!