Thursday, October 22, 2009

Marabou - getting ahead in the innovation game

The Kraft owned chocolate brand Marabou is really moving ahead in the innovation game. The latest addition to the brand family is a limited edition winter version called Marabou Vinter. Marabou Vinter is a simple style block of milk chocolate flavoured with traditional winter spices like cardamom, clove, cinnamon and vanilla. I tried it today and... it is really, really good. Definitely a new favourite for a chocoholic like me.
Back to Marabou and what they are doing in terms of innovation. From my perspective I think they've really improved their creativity when it comes to innovative ways of stretching their brand. The launch of the Marabou Premium sub-brand was a first step into new territory and the new Marabou Sensation concept is a nice and natural way of extending Marabou to meet consumer needs revolving around luxurious pleasure and naughty treat without moving too much into the premium area. And the Marabou Vinter product is a wonderful way of capitalising on consumer mood and needs during this time of the year. I look forward to the next Marabou launch.

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