Cadbury

Owned by Mondelez International, Cadbury (formerly Cadbury) are a British multinational confectionery group and the second-largest confectionery brand in the world, after Wrigley's. Headquartered in Uxbridge, West London, the brand has operations in 50 countries around the world and is famous for dairy products, Creme eggs, and roses.

This chocolate company has been most successful in exporting to different countries since 1824. At the time, chocolate was losing out to ice cream and salty snacks as a Saturday night treat. Wick’s idea was to produce a chocolate bar with an element of excitement and festivity, while at the same time playing on the iconography of Roald Dahl’s‘Charlie and the Chocolate Factory’, a book said to be inspired by Cadbury’s plant.

It was this sapience about the consumer that inspired the Marvellous Creations range, a reason why Wicks believes marketing must sit at the heart of invention. His platoon is in near-constant discussion with the consumer, which helps them define Cadbury’s perspective on invention, performing in new products that are authentic to the brand.

Website: www.cadbury.co.uk