With products enjoyed in more than 30 countries worldwide, Cadbury is a truly global brand. The company, which dates back to 1824, is synonymous with producing the finest quality confectionery and the most popular chocolate in the world.

After careful consideration and analysis of the market, Cadbury selected NTDE as its sole agent and distributor for the UAE; and in 1989 Cadbury products were launched in retail outlets throughout the Emirates.

NTDE was determined to ensure that the distinctive Cadbury’s trademark would become as familiar among consumers in the UAE as it is elsewhere in the world.

From the outset NTDE launched an extensive consumer awareness campaign among customers and retailers, stressing the quality of the Dairy Milk brand. At the same time it initiated an educational programme on how to store and display this fragile product in order to maintain optimum freshness. This was a novel approach for retailers who valued NTDE’s support in helping them introduce a new brand to a local audience; and the groundwork paid dividends.

Strong, imaginative promotions and special trade incentives have also played their part in establishing Cadbury’s popularity among both retailers and consumers alike. Healthy working relationships with the trade helped to achieve the best possible shelf displays.

Cadbury’s branded delivery trucks have become familiar sights on the roads of the Emirates. Temperature controlled warehousing and refrigerated distribution help to ensure every Cadbury product reaches the consumer in perfect condition, even during the hot summer months. To cater to more than 2,500 outlets in the UAE, the division maintains a 25 strong sales force dedicated exclusively to Cadbury. 

By expanding its product range from 12 initially to the current 50 lines, Cadbury was able to broaden its consumer base gaining an enviable position, with a sizeable market share.

With the success of Cadbury, the NTDE Confectionery Division extended its portfolio of confectionery brands exclusively handling lines such as Stimorol and Dirol chewing gums, Blue Bird luxury toffees and Bim Bim Ducd’o chocolates. Further, NTDE is the Duty Free distributor of Ferrero in the region.