Mondelēz International - Cadbury Biscoff
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In March 2025, Mondelēz launched Cadbury Biscoff, a disruptive blend of Cadbury Dairy Milk and Biscoff’s crunchy caramelised biscuit, across tablets and seasonal, leveraging the "opposites attract" concept to re-energize the chocolate category.
Mondelēz reversed significant chocolate category penetration declines, especially among 18–28-year-olds, caused by evolving snacking habits, rising cocoa costs, and the cost-of-living crisis, by offering an irresistible indulgent experience.
A £55M RSV brand platform with 19% penetration and 48% repeat rate, significantly over-indexing with younger adults, and becoming Mondelēz UK's biggest NPD launch in a decade.
The Cadbury and Lotus Biscoff brands collaborated, bringing together their distinct identities and market strengths to create and launch this highly successful new product platform.
A robust brand platform is in place with continued momentum, poised for further growth, sustained innovation, and ongoing success in captivating younger adults and driving category value.
Judges' Comment
“The entry was very comprehensive with clear evidence of success across a range of different commercial and category metrics. The commercial results are outstanding and clearly quantified, with figures supported by penetration, repeat rate and incremental evidence. The success of the launch was shown in the contribution to total category growth and the over index with the target audience.”
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