Viennetta is produced at the Wall’s factory in Gloucester. Wall’s is owned by Unilever, the Anglo-Dutch consumer goods giant. Unilever is the largest producer of ice cream in the world, and also manufactures the Magnum, Solero and Ben & Jerry’s brands.
Sales of Viennetta totalled £328 million worldwide in 2013, according to Euromonitor.
Viennetta is an ice cream imitation of the French millefeuille cake. Unilever saved money by adapting the product from a Belgian Cornetto recipe. The packaging was based on a German Christmas log manufactured by Langnese, another Unilever subsidiary. There are no imitations of Viennetta because the process by which it is produced is protected by patent.
A French millefeuille cake
Viennetta was introduced from 1982. It was originally sold only in the United Kingdom, and was a Christmas-only special. The launch was successful, and Viennetta was introduced as a year-round product from 1984. Such was its popularity that Unilever did not have to lobby supermarkets to stock the product, but instead the supermarkets lobbied them. Unilever was consequently able to achieve excellent margins on the product, which the supermarkets often sold as a loss-leader.
According to Professor Geoffrey Jones, Viennetta introduced the concept of the branded ice cream dessert. For the first time, ice cream was the main item of a dessert, and not just an accompaniment to something else on the bowl or plate.
Perhaps the product’s vaguely European-sounding name was considered sophisticated in the early 1980s. Viennetta’s star may be rising worldwide, but it has a reduced presence in its native UK. In 2014 value sales were far below what they were in 1990, not even accounting for inflation.
Cadbury is the second highest selling confectionery brand in the world after Wrigley’s chewing gum. Similar to the Coca-Cola Company, much of Cadbury’s success has been driven by a single product, the Dairy Milk bar. When someone says Cadbury, you instantly think of Dairy Milk, it’s purple packaging, and the famous “glass of milk and a half” slogan.
The Cadbury Dairy Milk chocolate bar was introduced in 1905. Developed by George Cadbury Jr, it was the first milk chocolate bar to be mass produced in the UK. By 1914, it was the highest selling Cadbury line. The economies of mass production combined with rising incomes meant that the working classes could afford chocolate for the first time.
However, other manufacturers such as Fry and Rowntree soon caught up with Cadbury’s mass production methods. So why were none of their own product lines as successful as Dairy Milk? There is first mover advantage, yet it took seventy years for a product to seriously challenge Dairy Milk in the UK market. The Rowntree Yorkie bar made inroads in the 1970s, but has since faded somewhat. The Mars Bar built market share throughout the 1970 and 80s, largely because it retailed for half the price of Dairy Milk, so it was hardly battling on equal terms.
Why has Dairy Milk been so successful? There are two consistent brand selling points: Quality/Healthfulness and Luxury.
The brand has always been advertised as affordable luxury. Purple has been the dominant colour in the packaging since 1920. When you see purple on the shelf of the supermarket, you can be almost certain that it’s a Cadbury product. Purple reinforces the brand image: purple is regal and elegant and represents luxury. By dressing their product in purple regalia, Cadbury are expressing their confidence in the quality of their product. The packaging implies “Fit for Kings”, without the arrogance of explicitly saying so.
There is also an implicit ego boost associated with consuming a product that is “fit for royalty”. “You are good enough to consume this regal product”. The brand is egalitarian, which ties into the egalitarian nature of the Quakers, of which the Cadbury family were members.
This ties in with the original context of the product, which was offering the once luxury product, only affordable for the few, to the masses.
The luxury connotations of Dairy Milk reinforce the notion of a chocolate bar as a form of self-treating. The idea of chocolate as a reward, which is a powerful one, as consuming chocolate triggers the release of endorphins into the brain, which are the body’s “reward mechanisms”.
Since 1928, the product has been represented by the famous slogan, “A glass and a half”. This refers to the amount of milk (426ml) that a half pound (227g) bar of Dairy Milk contains. The slogan represents quality: no other competitor claims to contain as much milk, and milk is a simple, pure, quality ingredient.
Milk also suggests a certain amount of healthfulness. Milk grows bones and is/was given to schoolchildren. Milk is also a natural product, which counteracts the natural suspicions the individual may have regarding processed food.
Meanwhile, the name “Dairy” conjures up wholesome, rural imagery. The countryside has healthy and natural connotations. Interestingly, the second most successful Cadbury product after Dairy Milk is the Creme Egg, which also uses the double “dairy” imagery.
Dairy Milk line extensions continue to reinforce this image. To the modern consumer, “Fruit and Nut” and “Whole Nut” sound more like health bars or healthy cereals than high calorie confections. Again, fruits and nuts are products with healthy and natural connotations that professionals are always recommending we eat more of.
This healthfulness connotations help to allay the individual’s principal reason for not buying chocolate: it’s not good for you as it has a high sugar and fat content.
