The company increased its discounting earlier this year to clear high levels of stock, which had been built up to enable it to cope with any potential glitch in the implementation of a new IT system.
Cadbury recently introduced a Dairy Milk Creme Egg bar to offset declining sales of its iconic egg (Marketing, 15 March 2006).
The innovation continues the company's strategy of seeking on-shelf stand-out by creating a 'purple patch' of Dairy Milk variants, and follows the launch of a Turkish Delight offering last year.
In a trading statement, the company said: 'The UK market is now modestly ahead and our performance is improving with share gains driven by Easter and a number of product launches in the second quarter. Green & Black's continues to perform strongly with further increases in distribution.'
Cadbury Trebor Bassett spent £18.5m on advertising last year, down by 13% on the previous year, according to Marketing's Top 100 Advertisers survey (15 February).
Last year the company gave away Dairy Milk products with magazines in a one-off promotion to celebrate the brand's centenary.
The deal was linked with the concept of 'Having time for yourself' and was intended to grow sales.
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