CADBURY is bidding to bring the Midas touch to retailers' confectionery shelves this month with the return of one of its most successful promotions ever.
The Unwrap Gold on-pack mechanic will run on many of its bestselling singles as part of a drive to create incremental growth in impulse stores.
In 2012, Unwrap Gold helped Mondelēz International to its highest sales peak in two years.
In this year's version of the promotion, eight lucky consumers who find a winning bar will win a gold Cadbury chocolate bar worth up to £22,000, with thousands more winners of smaller prizes.
The promotion follows a buoyant six months for the chocolate singles category, which grew 2 per cent and accelerated by 6.6 per cent in the last four weeks.
Nina Meusburger, Senior Brand Manager at Mondelēz International, told Asian Trader: "A Cadbury promotion of this scale can act as a signpost to the category.
"It can encourage consumers down the chocolate aisle, creating shopper excitement, generating all-important impulse purchases – and, crucially, driving sales uplifts for retailers."