Cadbury's future is orange

Chocolate giant Cadbury Trebor Bassett is continuing to breathe new life into the chocolate category with the introduction of two new products to its burgeoning range.

Cadbury, which is celebrating its centenary year, has announced strong new product development activity over the next 10 months to mark its birthday and to build on from successful changes it made in 2004. The company's recently revamped 'time together' range of large block chocolate bars is now worth more than £154m.

Cadbury's latest move has been to produce its newest chocolate development Dairy Milk Wafer in a large block format to differentiate it from its closest rival KitKat, which is still only available in a single snacking format. At the same time, it is bringing its Orange Chips large block bar into a single bar format to compete directly with Kraft Foods' Terry's Chocolate Orange bar.

"We expect both these new offerings to be a huge success," says head of customer relations Mike Tipping. "This is a hugely exciting time for Cadbury Dairy Milk with 2005 set to be the biggest in the brand's history."