Back by consumer demand: following Cadbury’s announcement to revert to their original Cadbury Dairy Milk recipe that contains only cocoa butter and no palm oil, the company is now planning to achieve Fairtrade certification by Easter 2010.
This move will more than triple the amount of Fairtrade product sold throughout New Zealand. It will increase Fairtrade cocoa sales in Ghana and other parts of the world.
Managing Director of Cadbury New Zealand, Matthew Oldham, proves that a real man can admit mistakes, apologise to the nation and come back with a feel-good eco-message to boot: “I hope Kiwis will forgive us. Cadbury Dairy Milk’s quality is what’s made it one of New Zealand's most trusted brands for many years. Changing the recipe put that trust at risk and I am really sorry.
“We are effectively making Fairtrade Certified™ Cadbury Dairy Milk chocolate available in every part of New Zealand at no extra cost to our customers. It’s Cadbury Dairy Milk with the same taste, same cost, but extra ethics.”
As far as brand loyalty is concerned, the proof will be in the eating.