The lady still loves Cadbury Milk Tray

04 April, 2008

Cadbury Trebor Bassett is hoping to boost sales of Milk Tray with new packaging.

The new look, which will roll out on boxes from this month, has been designed to appeal to shoppers looking for a gift. "It has also been found to appeal to the target 35 to 45-year-old female recipient of Cadbury Milk Tray," a spokeswoman said.

The two most unpopular chocolates - Mocha Mystery and Soft Whisper - have been removed from the range and Cadbury has made the allergen warning more prominent on the packaging.

Trade communications manager Kate Harding said: "Cadbury Milk Tray has nearly 100 years of heritage and continues to be one of the biggest gifting brands in the UK, worth £19.6 million in consumer sales value."

The revamped packaging will feature on boxes weighing 200g (rrp £2.99), 400g (rrp 5.99) and 600g (rrp 9.99). In-store POS will also be available for independent retailers.

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