When a Giant Embraces Premium
In April 2026, Cadbury Australia did something it had not done in over a decade: it launched an entirely new chocolate range. &MORE, the brand’s first major product debut since Marvellous Creations in 2012, represents a calculated bet that Australian consumers are ready to pay a premium for everyday indulgence.
The &MORE collection comprises five variants—Hazelnut Praline, Tiramisu Swirl, Caramel Crème Brûlée, Roasted Macadamia, and Raspberry Cheesecake—each featuring bold flavour profiles and generous inclusions. Priced at $9 per 195g block, the range is manufactured at Cadbury’s Claremont factory in Tasmania and available through Coles and Woolworths.
The Strategic Logic Behind &MORE
Ben Wicks, Vice President of Marketing ANZ at Mondelēz International, articulated the strategy behind the launch: “Indulgence today isn’t about waiting for a special occasion; it’s about making space in our busy lives for those small moments where you can stop and give yourself permission to completely give in”.
This framing reflects a broader shift in Australian consumer behaviour. The premium and dark chocolate segments are growing at 5–7% per annum, outpacing mainstream milk chocolate, which still holds 55–65% of volume share. By entering the premium space with a familiar brand name, Cadbury is attempting to capture consumers who might otherwise gravitate toward craft or imported premium offerings.
Whittaker’s: The Quiet Achiever
While Cadbury makes headlines with &MORE, New Zealand’s Whittaker’s has quietly become Australia’s most trusted chocolate block brand. In 2026, Whittaker’s secured its third consecutive Canstar Most Satisfied Customers Award for chocolate blocks, with Australians rating it highest across the categories that drive customer satisfaction. The brand’s success demonstrates that consistency, quality, and transparency can build fierce loyalty without the need for constant innovation launches.
Koko Black: Melbourne’s Premium Chocolatier
Founded in Melbourne in 2003, Koko Black has built a reputation for combining traditional European couverture techniques with a uniquely Australian identity. Their curated range of pralines, truffles, and chocolate blocks features innovative inclusions like lemon myrtle, whipstick wattle, and Davidson plum—ingredients that ground the brand in Australian terroir while delivering premium European-style craftsmanship.
The Competitive Landscape
The Australian chocolate market’s competitive dynamics are evolving rapidly. Mainstream volume players face pressure from both above (premium and craft brands) and below (private label). The global giants are leveraging their scale to invest in sustainability and health-focused innovation while actively acquiring successful craft brands to access premium segments.
Cadbury’s &MORE is a direct response to this pressure. It is not a craft product, nor does it pretend to be. It is a mass-premium offering designed to capture consumers who want a more elevated everyday experience without the price point or exclusivity of artisan chocolate.
What &MORE Signals for the Industry
The launch of &MORE signals that premiumization is no longer a niche phenomenon in Australia—it is the central battleground. As cocoa prices remain elevated and mainstream margins tighten, the ability to command a premium price through flavour innovation, brand equity, or provenance will determine which brands thrive through 2035 and beyond.
