Cadbury is poised to introduce its most substantial brand debut in more than a decade across Australia, a move that is expected to polarise chocolate enthusiasts nationwide. On Wednesday, April 15, the Cadbury &MORE range will arrive on supermarket shelves, marking the first major launch since the release of Marvellous Creations over ten years ago.
A Premium Chocolate Experience
This indulgent new offering is positioned as a more 'premium' product line, with Cadbury describing the chocolate bars as 'elevated', 'sensory-rich', and 'indulgent'. The price reflects this upscale positioning, with each 195g block retailing at $9. In comparison, a standard 180g Cadbury Dairy Milk block typically costs between $6 and $8 at major retailers like Woolworths and Coles.
Five Dessert-Inspired Flavours
The Cadbury &MORE range features five distinct flavours, each designed to deliver 'bigger chocolate pieces, more generous fillings, flowing centres, and crunchy inclusions'. The dessert-inspired selections include:
- Hazelnut Praline
- Tiramisu Swirl
- Caramel Creme Brulee
- Roasted Macadamia
- Raspberry Cheesecake
Each variant is packed with small treats such as biscuit pieces, caramel, nuts, and jellies, enhancing the sensory experience. All products are manufactured locally at the Claremont Cadbury factory in Tasmania.
Marketing Vision and Consumer Response
Ben Wicks, Vice President of Marketing for ANZ at Mondelez International, expressed enthusiasm about the launch, stating, 'This marks an exciting new chapter in our Australian chocolate lineup, delivering a multi-sensorial experience like never before.' He elaborated on the brand's philosophy, noting, 'Indulgence today isn't about waiting for a special occasion; it's about making space in our busy lives for those small moments where you can stop and give yourself permission to completely give in. We've taken everything people love about Cadbury and layered it up, creating something more playful, more expressive, and more indulgent in every bite.'
However, the bold new offering has elicited mixed reactions online. While some consumers are delighted by the innovative flavours, others have voiced concerns about the higher pricing. One critic commented, 'No one asked for this... too expensive for me,' while another agreed, 'They look yum, but the price will put me off.' A more humorous response teased, 'Oh geez, I'm going to be fat and broke.' This division highlights the challenge Cadbury faces in balancing premium positioning with consumer affordability expectations.
