Cadbury Roses

With an impressive 6.6% sales increase, Cadbury Roses is now a £73.4m brand, behind Quality Street (£76.2m) and ahead of Celebrations (£63m).

That's not bad going for a 70-year old brand that was fixed in consumers' minds back in 1979 when it launched the “Thank you very much” TV advertising campaign.

Investment has brought it up-to-date, however, and more recently the brand has been boosted by ensuring retailers have their seasonal Christmas displays out early.

Kate Harding, head of customer relations at Cadbury Trebor Bassett (CTB), says: “Retailers really bought into the idea of getting Christmas away earlier – it started in September – and retailers have been making sure they have Christmas in before Halloween.”

In a bid to combat price-cutting by major retailers, CTB reduced the sizes of its sharing tins last year, including Roses from 2.2kg to 1.3kg.

Category manager Natalie Cunningham said the 2.2kg tins were “too big” to allow many shoppers to pick their favourite chocolate confectionery brands in the right pack size and so made the fixture confusing and complex.

2007 £73.4m
2006 £68.8m
yoy change 6.6%