The company plans to use the heritage of the brand, which was launched in 1908, to widen dark chocolate's appeal, according to a spokesman. This will be accompanied by more aggressive marketing for its Green & Black's organic dark chocolate in the key Easter period. It also plans to launch Green & Black's in other markets, including Ireland.
Cadbury is confident that both brands will present routes to growth through differentiation.
Speaking to investors this week, Cadbury chief executive Todd Stitzer said the firm was concentrating on four platforms for growth: premium products, well-being, gifting and affordability in emerging markets.
The firm plans to kick-start a lacklustre UK performance by entering the chewing-gum market next year with the launch of its Trident brand. This will see Cadbury attempt to steal market share from UK leader Wrigley.
'While confectionery markets around the world are seeing strong performances from gum, this has not been repeated in the UK and we firmly believe our entry can only be good news for this category,' said Cadbury Trebor Bassett managing director Simon Baldry.
Separately, Cadbury has appointed Tamara Minick-Scokalo, Elizabeth Arden's senior vice-president, as global president, commercial.
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