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Maltesers takes top spot from Cadbury's Dairy Milk to become Britain's favourite chocolate

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By Tony Connelly | Sports Marketing Reporter

November 5, 2015 | 3 min read

Maltesers has overtaken Cadbury’s Dairy Milk to become the UK’s best-selling chocolate brand, according to a study by market research company IRI.

Maltesers beats Dairy Milk

The Mars owned company racked up sales of £49.7m in the year leading up to September while its closest rival Cadbury’s Dairy Milk achieved £44.6m.

Cadbury’s, owned by Mondelez, has long held the title of Britain’s favourite chocolate but it appears that the love affair is beginning to wane now that it finds itself sitting in second place in IRI’s top 10 list with Mars-owned Galaxy in third spot.

Maltesers beats Dairy Milk

Mars UK's chocolate brands dominate the list with other chocolate confectionery such as Snickers, Mars Bar, M&Ms and Twix also taking up spots. Mondelez however is the number one chocolate manufacturer in the convenience sector by value sales.

Mars is looking to build on its success over Cadbury’s with new ad campaign strategies, which it says will target consumers when they are most likely to want a chocolate bar.

The study was based on a review of data over the last two years to September and reported that chocolate sales were worth £1bn a year to the convenience channel, decline of 2.1 per cent from the previous year.

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The results are taken from IRI’s Convenience Market Place measures EPOS (Electronic Point of Sales) data taken from over 20,000 individual convenience stores. The analysis was based on a review of data over the two years to 13 Sept 2015

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