Rainbow wins from Cadbury self-sabotage


Cadbury started sabotaging its brand when it started using palm oil in its chocolate .

It bowed to consumer pressure and went back to using dairy milk.

Then it changed the Minties’ recipe and moved production to Thailand.

Its next exercise in brand self-sabotage was to downsize its chocolate bars. and now it’s doing it again:

Following news that Cadbury would be dropping the size of its family chocolate block, it has now been revealed that lolly packets are also in for a chop.

Stuff reported today that Pascall lolly packets, including Jet Planes, Wine Gums and Jubes have all been cut from 240g to 180g packets. . . 

But perhaps its silliest move yet was to change to selling half Easter eggs.

Cadbury’s new-look marshmallow Easter eggs for 2019 are being called Easter “humps” and “rocks” online.

But no-one’s laughing.

Kiwis are outraged that the Australian chocolate manufacturer is selling easter eggs that are shaped like one half of an egg.

It replaces the old egg-shaped style where two halves were joined together, creating a crunchy chocolate layer in the middle. . . 

It doesn’t matter that the new half eggs are the same weight as the old whole ones. Half an egg is only half an egg.

But one’s company’s self-sabotage is another’s opportunity and Oamaru’s Rainbow confectionery is seizing it:

A change in shape for Cadbury’s marshmallow Easter eggs left a sour taste in the mouths of many New Zealanders.

It also increased demand for locally-made products, including one factory in Oamaru still making Easter eggs by half.

Easter’s still two months away, but production lines at Rainbow Confectionery have been running since before Christmas.

An extra 40 staff are working flat out, piecing together Easter eggs the old fashioned way.

Brent Baillie, Rainbow Confectionery general manager, says they are making the eggs the traditional way it has always been done.

“We’re doing it the way kiwis expect it to be done.” . . 

Some facts on Rainbow:

    • Every year, Rainbow Confectionery produces 9 million marshmallow eggs. If they were to be placed side by side, the eggs would stretch 540km.</li&gt;
    • Since 2012, Rainbow Confectionery has increased its marshmallow egg production by 6 million eggs.
    • Manufacturing for Easter runs from November through to March.
  • In April 2017, the factory completed a $3 million expansion project, which meant it could boost production capacity from about 2700 tonnes a year to 8000 tonnes a year.
  • At present, it is the largest manufacturer of gummy lollies in the country, and still produces classic New Zealand sweets such as pineapple chunks, chocolate-coated baby fish and whole marshmallow Easter eggs.

The Rainbow story is here.

I’m maintaining my annual protest against the sale of Easter eggs so long before Easter, but when I do buy some in the week before Easter, it will be whole Rainbow ones not the inferior halves.


Leaving like a jet plane


Minties, fruit chews and milk shakes are now being made in Thailand and moro bars, Eskimo lollies and jet planes will soon be made in Australia.

I’m not opposed to the shifting of production to other places per se.

If something can be done as well or better for a cheaper price somewhere else it is better for the business and the consumer if it is done there.

But I do have reservations about the manufacturing of anything we eat in places where hygiene standards might not be as high as they are here.

Australia has similar standards to ours, but I am less confident about Thailand.

Next time I need a sugar fix I’ll have to choose jaffas, pineapple lumps, chocolate fish, pinky bars and boxed chocolates which will still be made in the Cadbury factory in Dunedin.

It’s moments like these . . .


 . . . you wonder what passes for customer knowledge in Cadbury.

The experiment with palm oil in chocolate failed when consumer pressure forced them to return to the old recipe with cocoa butter (and very nice it is too).

But they haven’t learned from that expensive exercise because now they’re meddling with Minties.

Cadbury is changing the recipe of the lolly and switching production to Thailand.

The confectionery company acknowledges the lollies are now “a softer chew” and a different taste.. .

New Plymouth woman Tania Garcher used to love Minties, she says she chewed them for stress relief. But after Cadbury changed the way her favourite lollies were made, her stress levels have raised considerably.

“All I care about is the taste. If they tasted fine – that’s great, but they don’t – they taste totally different to me,” she says.

Minties are Minties because of both taste and texture.

Meddle with one or both and Minties fans will be reaching for something else to get them through their moments.

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