In UK, a controversial change of the chocolate recipe for their popular Creme Eggs may have caused Cadbury multi-million pound losses, amounting to £6 million (over NZ$13 million).
Launched in 1971, Cadbury Creme Eggs soon became a favourite in Britain, with 500 million being made each year. US owner Mondelez, a subsidiary of Kraft, was fiercely criticised last year for its decision to replace the Dairy Milk in its British recipe with cheaper chocolate. Although the company pointed out that the change had nothing to do with the sales slump, the overall sales of Cadbury Creme Eggs fell by £6 million, according to The Grocer’s 2016 Easter report.
“The fundamentals of Cadbury Creme Eggs remain exactly the same as the original 1971 recipe,” said Claire Low, marketing manager, Mondelez. “In fact, only six out of 45 years of gooey history saw the shell made with Cadbury Dairy Milk.”
With Easter arriving earlier this year, the company might struggle to recover its losses. “We are aware shorter seasons can be challenging. To strengthen our positioning, we will continue to invest in power brands, launching new seasonal products and a brand new Easter pack design,” said Low.