Executive Summary
Christmas is a crucial and very competitive time for chocolate brands as they look to increase their volumes in the holiday sharing and gifting occasion. Cadbury owner Mondelez International had big ambitions to elevate the Cadbury Heroes offer by leveraging and giving more purpose to their annual classic sharing format: the chocolate tin.
The sharing chocolate segment is mostly dominated by tubs, satisfying those moments with family and friends at an affordable price, however they are limited in the ability to premiumise and elevate sharing chocolates to gifting status. Seasonal sharing has boomed year on year, yet mainstream...