Range rationalisation and rebranding are the cornerstones of Cadbury Trebor Bassett’s activity for Christmas 2005.

This will include a major relaunch of its traditional Christmas range, with a greater focus on the new Cadbury masterbranding.

The iconic purple colour will be coupled with ‘Magic of Christmas’ branding.

The successful Roses Luxury Collection product will be joined by a 65g mini box, for consumers who want a smaller present at an affordable price. Roses twist-wraps too are available in a mini carton – an 80g for 99p.

Meanwhile CTB says its Roses carton with 33% extra free should be a focus for forecourts, as it is proven to increase sales over the Christmas period. Likewise with Heroes, forecourts should focus on the 480g carton with 25% extra.

CTB advises that smaller stores stick to offering a range of best-selling products from all Christmas categories and display products in high footfall areas to maximise impulse sales. Adding in-store theatre will further drive sales but retailers must remember to keep their range fully stocked at all times.

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