Cadbury goes for growth as it imports Yowie brand

Cadbury next week introduces a new chocolate brand to the UK market in an attempt to expand the children’s confectionery category.

Cadbury next week introduces a new chocolate brand to the UK market

in an attempt to expand the children’s confectionery category.



Yowie is a range of animal-shaped chocolates that contain toys. It has

been a massive success in Australia.



It will be called Cadbury Land Yowie in the UK, and will form part of

the children’s product group, alongside favourites Buttons and

Fudge.



Yowie will be launched with a multi-million-pound marketing programme,

including TV ads by TBWA GGT Simons Palmer and Cadbury’s Australian

agency for Yowie, Kids Corp. Cadbury will also run a direct mail

campaign targeting mothers.



Mark Smith, marketing director of Cadbury UK, said: ’Our strategy is

focused on innovative brand building. This is a unique product.’



Yowie is aimed at five- to 11-year-olds. Children collect and swap six

Yowie toy figures and 50 other animals.



This has proved a success in Australia where Cadbury has sold 50 million

units, generating pounds 30m in sales in the 18 months since its

launch.



Cadbury also plans to launch a range of Yowie merchandise, including

toys and licensed clothing.



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