Chocolate Heaven for Business students on a visit to Cadbury World

Upper Sixth Business students found themselves in chocolate heaven on a visit to Cadbury World in Birmingham. This year, their research theme is 'the global chocolate confectionery market' and the education department at Cadbury had prepared an excellent briefing on recent history of the business and current issues and trends in the industry.

Cadbury, of course, has long been a great case study for marketing, with the drumming gorilla being one of the most famous marketing campaigns of all time. Their latest campaign is about kindness and generosity, two of the core values of Cadbury's Quaker founder. On a factory tour, students learned about the process of making chocolate as well as issues such as a trend for healthier snacks and 'shrinkflation', where the nominal price stays the same but the package size is reduced. This was an excellent and informative day with lots of real insight for the research theme. 

Steven Whiteley, Head of Economics and Business