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Cadbury hopes to regain sales with new packaging

26-February-2004
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Cadbury hopes to regain sales with new packaging

Cadbury India Ltd is working on regaining the market it lost after the controversy over worm-infested bars being sold in the market. The company hopes to see a bounce back in its sales by reassuring consumers with a double protection ‘purity sealed packaging’ for all its brands sold in the country.

The controversy saw Cadbury’s sales dropping by 18 to 20 per cent. The poly-laminated packaging was a means of accepting their moral responsibility to the consumers, company officials said.

The company has invested Rs 8 crore annually in the new packaging and around Rs 12-15 crore in importing the machinery for the new packaging.

Dairy Milk, the Cadbury brand that has over 30 per cent of market share now, has a poly-laminated aluminium foil that is heat sealed on all sides and then wrapped in the branded outer package. The company’s premium chocolate Temptations, Crackle, Bournville, Fruit and Nut and Double Deck too have a new look.

Sanjay Purohit, gneral manager, marketing, said the packaging was over-engineered to reduce dependency on storage condition of around 6.5 lakh retail outlets. This kind of packaging is rarely available abroad. Addressing a media conference on Wednesday, Mr Purohit admitted that the incidents had affected the consumers perception of the 55-year-old brand.

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