Australia Edition 5

THE MARKET

Australians enjoy treating themselves with

confectionery. Chocolate accounts for more

than 57 per cent of all confectionery sales in

Australia with an annual retail value of over

$1.7 billion. Cadbury is the biggest player in

chocolate confectionery in Australia, with

market leadership in chocolate and total

confectionery

Confectionery is often purchased on

impulse, and almost 46 per cent of all chocolate

buyers are within the 35 – 54 year age group

Women generally buy more chocolate than

men.Women in the25–39and40-54agegroups

are the highest buyers of Cadbury® chocolate

bars

. These are usually purchased for self

consumption.

ACHIEVEMENTS

Cadbury is one of the largest chocolate

producers in the world. Since the merger with

Schweppes in 1969, Cadbury Schweppes has

become amajor force in international markets. This

position has more recently been fortified by the

acquisition of Adams Confectionery and The

Natural Confectionery Co.

Cadbury spans the globe from its British base,

also operating major businesses across the Asia

Pacific region, including Australia and New

Zealand, as well as in the Americas, Europe,

Middle East andAfrica.

In Australia, Cadbury brands lead

the chocolate confectionery

market withCadburyDairyMilk®.

Cadbury Rocky Road represents

the most successful launch in 2006

in the Australian block chocolate

market

. Three generations of

Australians have grown up with the

Cadbury range.

HISTORY

The Cadbury story started in a small grocery shop

in Birmingham, England, opened in 1824 by John

Cadbury, a Quaker. The shop’s most popular

product was cocoa and this led John Cadbury to

move into chocolate manufacturing.

Realising the potential of his business, John

Cadbury and his brother Benjamin formed a

company, CadburyBrothers. In 1853, they received

the Royal Warrant as manufacturers to Queen

Victoria.

John Cadbury’s sons George and Richard took

control of the business in 1861 and, in 1866,

introduced a newmethod fromHolland for pressing

the cocoa butter from cocoa beans to form cocoa

essence, which was advertised as ‘Absolutely pure

– therefore best’. They produced many new kinds

of chocolates.

Richard Cadbury introduced

ambitious and attractive

designs. He used children

as models and

sometimes

depicted

flowers or

scenes from

holiday journeys.

In 1905 came the launch of CadburyDairy

Milk, now the company’s flagship brand. It

was manufactured by a unique process which

used fresh milk in greater quantities than was

previously the case in English chocolate. Of the

three names considered for this new brand –

‘Jersey’, ‘HighlandMilk’ and ‘Dairymaid’ – the last

two were amalgamated to form ‘Dairy Milk’. The

Cadbury purple house colour was introduced

at the beginning of the century and by the

1920s was firmly established as Cadbury’s

corporate colour.

In 1919, Cadbury merged with the well-

known confectionery firm of J.S. Fry & Sons.

The alliance was an outstanding success, and

the new company expanded internationally. In

the 1920s, Cadbury and Fry decided to build a

factory inAustralia andwere joined by Pascall,

another well known confectionerymaker. This

newAustralian companywas called ‘Cadbury-

Fry and Pascall’. Claremont in Tasmania was

chosen for the company’s Australian factory,

because it was close to Hobart and to the finest

dairy pasture inAustralia, and enjoyed pure air

and moderate temperatures. Cadbury became

the official supplier of chocolate to the

AustralianArmed Forces inWorldWar II. The

supply of chocolate to the troops and civilians

required a tremendous effort from Cadbury’s

workers. The Claremont factory worked

throughout the day and well into the night, but the

civilian population still suffered from chocolate

shortages, and stores sometimes went without

chocolate for months at a time.

In 1967 Cadbury acquired MacRobertsons, a

respected Australian confectionery manufacturer

founded in 1880. This move gave Cadbury amajor

manufacturing base at Ringwood, Victoria and a

range of unique brands including Cherry Ripe®

and Freddo®Frog, which have become household

names.

In 1969, Cadbury merged with Schweppes

Australia to createCadbury Schweppes. Since then,

Cadbury has acquired the Red Tulip confectionery

company and has expanded its range of fine

products to include the Europe® range of health

bars, the enormous arrayof RedTulip®Easter lines,

and famous confectionery brands

including After Dinner Mints.

THE PRODUCT

Cadbury’s core product is top quality

chocolate. The CadburyDairyMilk

block is the company’s flagship

product, but there are many other

favourites including Fruit & Nut,

Hazel Nut, Snack® and

Caramello®, aswell asOldGold®

in dark chocolate and Dream® in

white. Cadbury produces a variety of boxed

chocolate assortments, most notably Roses® and

Favourites™.

026-027_cadburys.p65

10/21/2007, 7:25 AM