Driving Profitable Growth
Between 2004 and 2007, our organic revenue growth averaged 6% a year, a significant increase on the previous four years, when Cadbury’s confectionery growth averaged less than 3%, and the Adams business, which we brought in 2003, barely grew. We have significantly accelerated our growth since 2004 by unlocking the potential of the Adams business and by substantially increasing our investment in innovation, marketing and sales.
Our revenue ambition of between 4% and 6% annual organic growth for the 2008-2011 is underpinned by:
- The strength of our brands and market positions;
- The increased investment we have made in innovation, marketing and sales;
- Our greater exposure to faster growing categories (such as gum) and markets (such as emerging markets); and
- Strong demand for confectionery: the market has grown consistently at around 5% every year for the last four years.
Our revenue ambition allows for some rationalisation of our portfolio as we focus our efforts on profitable growth.