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Malaysia’s Love For Chocolate Unstoppable, Driving Continued Growth For Cadbury

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Malaysia’s appetite for chocolate has remained strong amidst the time of uncertainty, as people continue craving the taste of indulgence, enjoyment and connection.

Cadbury Dairy Milk, the well-loved confectionery brand under Mondelēz International was named Malaysia’s No.1 fastest growing food brand by world-renowned data, insights and consulting company Kantar. The latest edition of Kantar’s Asia Brand Footprint 2022 report indicated that consumer preference for the brand increased by 21% in 2021, which was the highest within the category.

The growth was attributed to the brand’s consistent innovation with consumers in mind, which has allowed it to accurately respond to market demands, especially on the back of pandemic-led transitions.

Narmeen Khan, Managing Director (Malaysia and Singapore) at Mondelēz International said: “At Mondelēz, we are always rethinking and reinventing our offerings, capabilities and reach to meet consumers’ evolving tastes and needs. This is and will be a commitment that gives us the strength and agility to deliver the right snack, for the right moment, made the right way.”

Acknowledging the overwhelming support from consumers here, she added: “This is truly a celebration of the continuous support we have received from Malaysians – the people who made Cadbury Dairy Milk a staple choice and household favourite for chocolates.”

Our winning strategy aside, this is truly a celebration of the continuous support we have received from Malaysians – the people who made Cadbury Dairy Milk a staple choice and household favourite for chocolates.”

The report measures how consumers are buying FMCG brands today, and the results are a reflection of Mondelēz’s ongoing investment in multi-channel distribution and exposure, which has expanded the brand’s presence across consumer touch points including hypermarkets, supermarkets, minimarts and e-commerce sites.

Made in Malaysia, with Malaysians in mind 

Arpan Sur, Head of Marketing (Malaysia & Singapore) at Mondelēz International believes the ability to understand the evolving values, behaviours and priorities of Malaysian consumers contributed to the brand’s growth and long-standing category leadership. 

“People have a special relationship with chocolate. It makes them joyful and is frequently used to express delight, affection, and as a reward for themselves and others they care about. Their purchasing habits however differ from time to time, and across markets. Mondelēz uses our unique ‘humaning’ approach to develop deeper connections and understanding with our consumers, which has helped us develop and adapt our offerings to fit their needs at any moment,” said Arpan.

In recent years, Cadbury Dairy Milk has demonstrated an exemplary localisation of its brand engagement and experience for Malaysians, taking it beyond new formats and packaging. The recent ‘Kuih Raya Dari Hati’ campaign saw the brand inspired Malaysians to bake from the heart during Ramadan and Hari Raya celebration by combining Cadbury Dairy Milk packaging with essential baking sheets and tools.

Also read: 9 Out Of 10 People Reporting Early Signs Of Mental Health Issues, Finds Study

In line with their initiatives towards amplifying kindness and generosity to facilitate moments of real human connection, Cadbury responded to Malaysia’s 2021 White Flag movement with its Flags of Generosity initiative. Purple flags in its iconic shade of purple were distributed in affluent neighbourhoods, where excess food and supplies were collected from homes with purple flags and passed on to families flying white flags. The initiative earned Cadbury a Gold at the Cannes Lions 2022 awards.

The call to be kind continues this year with Cadbury’s #CadburyHuggingBar, a series of specially designed 160gm chocolate bars. Throughout June and July 2022, Malaysians get to send free chocolate bars to friends or loved ones, while participating in a challenge for a chance to win exclusive gifts. The call to embrace generosity is further amplified with the release of Cadbury’s Generosity film that encourages Malaysians to “Rasai Kelembutan Dalam Kebaikan” (taste/feel the softness of goodness).

Mondelēz International owns a Cadbury production facility in Shah Alam, which also supplies to other markets within the SEA region. This allows the company to frequently introduce localized flavours that give a nod to Malaysia’s rich palate including the Cadbury Dairy Milk Pandan Coconut, Kopi C, and Durian.

21% Discount on All Cadbury Dairy Milk Products

Chocolate lovers can rejoice as Mondelēz is offering a 21% online discount for all Cadbury Dairy Milk products from 27-31 July 2022. This limited time offer is to thank Malaysians for the support while celebrating the achievement.  

Head over to the official Mondelēz International stores on Lazada or Shopee, and key in the code MOND21 to grab extra savings on the snack purchase. The discount is capped at RM8 per purchase and limited to 500 redemptions per platform.

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