Failure Case Study: Cadbury Dairy Milk 30% Less Sugar Chocolate Bar
Summary
Failure Case Study: Cadbury Dairy Milk 30% Less Sugar Chocolate Bar is part of GlobalData's Successes and Failures research. It focuses on how a reduced sugar offering appeared to fall in a confectionery “no man’s land”. The case study delivers crucial what?, why?, and so what? analysis to impart valuable lessons that can increase the prospects of a successful product launch.
In 2019, Cadbury introduced a version of its classic Cadbury Dairy Milk bar with 30% less sugar than the original, and no artificial sweeteners. Only four years after its introduction, Cadbury announced it would be removing its Cadbury Dairy Milk 30% less sugar variant from supermarket shelves due to a drop in demand.
Scope
- Low-sugar products are not a daily priority for consumers.
- Healthier variants can be perceived as being inferior in sensory appeal.
- Perceptions of healthy living are multifaceted and difficult to encapsulate in one claim.
- Use GlobalData’s selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
- Access valuable strategic take-outs to help direct future decision-making and inform new product development.
Research Assistance
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