They enable the group to generate greater turnover, thus ensuring the future of the brand. These references have a substantial market share, more than 18%, which gives them a dominant position within the company. These are the "milk chocolate" range, the "lickables", the "fuse" and the "5-stars 3D". In the case of Cadbury, several products fall into this category. The first criterion analysed is the products considered as stars, that is to say, which are characterised by a strong market penetration as well as by an equally strong growth rate. The two axes that frame the BCG matrix are relative market share horizontally and market growth rate vertically. Most of the group's brands were sold in 2017 and are now under the Carambar & Co name. In 2021, its turnover was 28.2 billion euros. It should also be noted that the company is present in more than 60 countries and has 35,000 different suppliers, direct or indirect, as well as 190,000 retailers. The group has three kinds of products: chocolates, Gummies, and candies. Founded in 1824, it is one of the oldest companies in the world, specialising in the chocolate and confectionery sector.
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