Home Iconic bar Cadbury Double Decker – ‘Underrated’ Chocolate Bar Caused by 5 Star ‘Identity Crisis’ – ThePrint

Cadbury Double Decker – ‘Underrated’ Chocolate Bar Caused by 5 Star ‘Identity Crisis’ – ThePrint


Illustration: Prajna Ghosh | The imprint

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New Delhi: When you think of chocolates in the Indian context, it’s almost impossible to overlook a brand more ubiquitous than Cadbury.

Currently owned by Mondelez food and beverage conglomerate, Cadbury’s origins date back to 1824, when John cadbury opened a grocery store in Birmingham, England. Among other things, he sold cocoa and drinking powder that he made himself.

Cadbury first entered the Indian market in 1948 And the rest is history.

In August of this year, a popular Twitter account – Indian History Pics – posted a Cadbury advertising poster from 1980.

While two of the chocolates featured in the ad – 5 stars and milk chocolate (the precursor to today’s iconic Dairy Milk) – are instantly recognizable, few people today would have heard of the third – Double decker bus.

Sharing the Cadbury poster’s tweet, Sachin Kalbag, Editor-in-Chief, Hindustan Times, wrote: “RECALL DOUBLE DECKER!

Kalbag’s sentiments were echoed by several other Twitter users, some of whom called for a Double Decker relaunch while others called it “underrated” and “better than 5 stars.”

“Product struggling with an identity crisis”

The Double Decker was the first spear in 1976 and is a vague reference to the buses that define the streets of London and other English cities.

“A contrasting combination of crispy cereal and soft, chewy nougat, layered and coated in smooth Cadbury milk chocolate, giving you two bars in one!” Cadbury’s United Kingdom website said about the product.

In India, the Double Decker was part of Cadbury India’s “Count Line”, which was one of the company’s three major product divisions, former Cadbury India employee Aalok Wadhwa told ThePrint. The other two divisions were – the molded line (focusing on chocolates like dairy milk) and beverages (focusing on Bournvita, drinking chocolate, etc.).

After spending four and a half years as a marketing intern and later as a regional product manager from 1986 to 1990, Wadhwa revealed that he was responsible for overseeing the three main products in the Count line (5 stars , Krisp and Double Decker), as well as Cadbury Lightning.

“5 stars was the division’s flagship product and by far the most profitable. Double Decker had been introduced to flank [as a supporting product to] 5 stars, while Krisp was aimed at the older audience, ”Wadhwa said.

While several users on Twitter expressed their nostalgia for the Double Decker, Wadhwa added that the product is facing an identity crisis within the division, in light of 5 Star’s success, although it does not did not wish to identify a single reason for its possible interruption in India.

“The customers have not really warmed up [the Double Decker] compared to 5 stars. She was seen as a ‘losing brand’ within the company, ”Wadhwa said, noting that the product name didn’t seem to be catching on.

The Double Decker was abandoned in India some time after Wadhwa left Cadbury. For those in India who grew up enjoying the product and want to relive those experiences, it should be ordered from the UK (where it remains in circulation).

(Edited by Neha Mahajan)

Read also : Coffee, orange, milk in Ecuador, Peru – how Amul’s “black revolution” changed the chocolate game

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