Cadbury Melts was a completely new product launched in Autumn 2006.
Here are the stages which the product went through before being launched.
1. Research and design
Cadbury identified these two consumer perceptions of chocolate bar: “Me Time”, a 100 gram bar just for yourself and “For Us All”, a 250 gram bar to enjoy with others.
Cadbury had plans to expand its market share of “Me Time” customers through developing a new bar to be called Melts.
2a. Ingredients and recipes and tasting
Based on the research undertaken it was decided that the range of Melts bars would focus on milk and dark chocolate with fillings of praline, hazelnuts and caramel.
Further research was needed to decide on the best combinations of ingredients.
Tasting trials were carried out by experts in controlled environments. Various ingredients and recipes were trialed and feedback was analysed.
2b. Production processes and packaging
Following on from the research phase, the moulds were designed and made to make the Melts bars.
The moulds were based on results from customer research of the preferred shape and
size of the product.
A major part of the production process was the calibration settings of the machines used on the production line to make Melts.
3. Consumer trials
Research indicated that the target market for Cadbury Melts was women aged 25–39.
The consumer trials focused on that collecting research data from this market segment.
The consumer trials included taste tests and questionnaires.
4. Modifications
Following consumer trials, modifications were necessary to ensure that the product would meet the consumer needs of the target market.
These modifications included changes to packaging, taste and size.
5. Production
Once these modifications had been made, and the recipe and packaging for Melts were confirmed, production of the bars began.
6. Product launch.
Melts were launched in Autumn 2006. The product launch cost £2m and consisted of being featured at the beginning and end of Coronation Street for five weeks, over 150,000 samples being given out in grocery outlets and radio and press articles.