Cadbury Australia Launches &MORE Premium Chocolate Range
News: Cadbury Australia introduces &MORE, a new premium chocolate range with five variants. Flavors include Hazelnut Praline, Tiramisu Swirl, Caramel Crème Brûlée, Roasted Macadamia, and Raspberry Cheesecake.
Context:
Dominant Market Position: Cadbury is the dominant player in Australian chocolate by a wide margin, but primarily in the mass market segment. Premium chocolate is a category where Cadbury has had limited historical presence.
Diversification Into "Everyday Luxury": The launch signals a deliberate shift to capture the growing consumer demand for affordable, accessible indulgence, moving beyond their traditional "family treat" positioning.
Modernizing Brand Perception: This is Cadbury's first major range expansion in over a decade; it leverages social-first marketing and creator-led campaigns to rejuvenate the brand's relevance with younger demographics who prioritize "experience" over heritage.
[→ See full chocolate market share report for Australia]