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How did Cadbury’s re-conquer the corner shop? The creator of the Dairy Milk is this year celebrating its 200th year of existence from its usual perch at the top of Britain’s chocolate industry. Cadbury’s sales, excluding those made in discounters, rose by 10.7% to £2.1bn last year, according to the researcher Nielsen. Fresh growth has been fuelled by a steady stream of new products, from Creme Egg bars to a nutty praline Dairy Milk. After more than 100 launches since the takeover, Cadbury now boasts more than 630 products. Shopkeepers with displays resembling a “wall of purple” — so-called because of Cadbury’s signature purple packaging — are rewarded with discounts or free cases of chocolate. Yet as the nation unwraps its Easter eggs this year Cadbury and the rest of the chocolate industry are facing a daunting future. Free chocolate for vendors is only one of the ways this 200-year-old brand has stayed on top. But can it keep customers sweet while cutting the sugar?

How Cadbury’s re-conquered the corner shop

How Cadbury’s re-conquered the corner shop

thetimes.co.uk

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