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Brand Essay

3479 words - 14 pages

Cadbury’s Dairy Milk

Cadbury and Worms

In October 2003, just a month before Diwali, customers in Mumbai complained about finding worms in Cadbury Dairy Milk chocolates. Quick to respond, the Maharashtra Food and Drug Administration seized the chocolate stocks manufactured at Cadbury's Pune plant.
In defense, Cadbury issued a statement that the infestation was not possible at the manufacturing stage and poor storage at the retailers was the most likely cause of the reported case of worms.
But the FDA didn't buy that. FDA commisioner, Uttam Khobragade told CNBC-TV18, "It was presumed that worms got into it at the storage level, but then what about the packing - packaging was not ...view middle of the document...

Simultaneously, Cadbury's roped in brand ambassador Amitabh Bachchan to do some heavy duty endorsement putting his personal equity on the line for the brand.
The company upped ad spends for the Jan-March quarter by over 15 per cent. The recovery began in May 2004, and by June, Cadbury's claimed that consumer confidence was back.
These experts believe that the reason for Cadbury's success was that it took crisis head-on. And the consumers were more forgiving, because the brand enjoyed an emotional equity in India.
Cadbury Recall after Health Fears

More than a million Cadbury chocolate bars are to be removed from shelves amid fears that they may be contaminated with salmonella. The 250g Dairy Milk Turkish, Dairy Milk Caramel and Dairy Milk Mint bars, the Dairy Milk 8 chunk and the 1kg Dairy Milk bar are among products affected. The 105g Dairy Milk Buttons Easter Egg and the Freddo bar were also affected. The contamination was caused by a leaking pipe at Cadbury's Marlbrook plant, near Leominster, Herefordshire.The leak was discovered in January with samples sent to an independent laboratory where a rare strain of salmonella was identified.Government watchdog the Health Protection Agency (HPA) confirmed the strain and, a week ago, the Food Standards Agency (FSA) was alerted.On Monday, Cadbury officially informed the FSA of the possible contamination of the seven products.
'Precautionary measure'
A Cadbury spokesman said the recall had been carried out "purely as a precautionary measure".
"The levels are significantly below the standard that would be any health problem, but we are taking this measure as a precaution.
"If there are people who have eaten one of these chocolate bars today they should not worry, but they can get in touch with us if they are concerned for a full refund."
i. Dairy Milk Turkish 250g
ii. Dairy Milk Caramel
iii. Dairy Milk Mint bars
iv. Dairy Milk 8 chunk
v. Dairy Milk 1kg bar
* Dairy Milk Buttons Easter Egg 105g10p Freddo bar
The FSA said it was advising people not to eat the products and is carrying out an investigation.
The HPA is also carrying out an investigation. The factory at Marlbrook generates 97,000 tonnes of milk chocolate crumb every year. It processes 180 million litres of fresh milk, 56,000 tonnes of sugar and 13,000 tonnes of cocoa liquor annually in the production process. The crumb is transported to other sites at Bournville, near Birmingham, and Somerdale, near Bristol, to be blended with cocoa butter and turned into milk chocolate. The spokesman said the company had been manufacturing chocolate for more than 100 years and always treated public wellbeing as its "highest priority".
The free helpline number for Cadbury is 0800 818181.
Uneaten products should be returned to Cadbury Recall, Freepost MID20061, Birmingham B3O 2QZ, and a refund will be given.

Company Background

In 1824, John Cadbury opened a shop in Birmingham selling...

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