New Creme Egg recipe costs Cadbury £6m

12 January 2016

Cadbury-Creme-Eggs Easter isn't too far away, which means people will start remembering that they want to eat Cadbury's Creme Eggs... that's if they've forgotten the debacle over the recipe change which saw everyone kicking off last year.

Regarding that, you can assume that Cadbury owner Mondelez (who changed the recipe) thought that, after the initial hubbub, everyone would get used to the new taste. Not so.

A report shows that thanks to the new ingredients, the company lost £6 million in sales. If you've tried one of the new Creme Eggs, you'll know why. They're dismal. Research by IRI analysts, completed for The Grocer magazine, found that the brand's best-selling Easter lines lost more than £10 million in sales in 2015. Sales of Cadbury Egg 'n' Spoon dropped by £1.2 million.

Marketing manager at Mondelez Claire Low told The Grocer: "The fundamentals of Cadbury Creme Egg remain exactly the same. It's simply not the case that Creme Egg has always been made with Cadbury Dairy Milk."

"We are aware shorter seasons can be challenging. To strengthen our positioning, we will continue to invest in power brands, launching new seasonal products and a brand new Easter pack design."

They're going on the attack to win everyone over again - but will anyone take them up on their offers? We'll have to wait and see.

6 comments

  • Alexis
    "The fundamentals of Cadbury Creme Egg remain exactly the same. It’s simply not the case that Creme Egg has always been made with Cadbury Dairy Milk.” Nobody is bloody saying it's not a fondant egg any more. Nobody cares about the chocolate it used to be made of. It used to taste nice, now it tastes like a revolting facsimile. Just change it back and sales will increase. Everyone who tried it last year know not to buy one this year.
  • squiffy
    “We are aware shorter seasons can be challenging. To strengthen our positioning, we will continue to invest in power brands, launching new seasonal products and a brand new Easter pack design.” Nobody gives a monkeys about power brands and pack design. Do they not realise its about the taste? People buy it because for years they have enjoyed the taste, if you change it, If its not Cadburys, you may as well buy Lidl's own.. its not rocket science..
  • Dawn
    Easter isn't too far away?! Its the 12th of Jan
  • Keith t.
    Much nicer if you keep them in the fridge.
  • George C.
    Ask people around Keynsham and Chirk how Mondelez treat the public. As gullible fodder, that's what. Then make your purchasing decisions.
  • Fagin
    ring up, complain & take the coupon & buy something else! ..stick it to non tax paying mondelez

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