Cadbury Trebor Bassett (CTB) is increasing the bar size of its large-block Cadbury Dairy Milk range. From this month the current 200g bar – said to be worth £140m in retail sales – will change into a new 250g size block.

Mike Tipping, head of customer relations for CTB, says the transition reflects the continuing trend towards sharing, with UK consumers increasingly enjoying confectionery as part of their leisure time, and with friends and family. The new size has been well received in consumer trials. RRP is £1.66.

CTB has also recently agreed to extend Cadbury’s sponsorship of ITV’s Coronation Street until 2007. The relationship, which is currently in its 10th year, is said to be the largest broadcast sponsorship deal outside the US and has been used as a successful marketing vehicle for several new product launches.

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