Cadbury identifies Russia as

The British concern Cadbury had identified Russia as "turnaround market", the Uk online angency just-food reported. Russia s confectionery market will grow in the mid-teens percent next year and Cadbury can gain market share, Steve Strachota, managing director for the region, said. "Our projections for next year are fairly robust. They assume we will be able to gain share in gum and chocolate as Russian consumers trade up from traditional Russian brands," he said.


Cadbury, which operates two factories in northwest Russia, is looking to drive profitable growth in the Russian market, where it is currently making a loss. The company said that, as one of its 12 focus markets, it has identified Russia a - a country that is currently "loss making" but has "a lot of potential".
"The reason we highlighted Russia is because we want to make it more profitable going forward," the spokesperson said. "It is a high potential country and we re in a good position now to turn it around." As part of this turnaround strategy, Cadbury said that it is focussing on improving distribution.