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Cadbury has been voted the top Brand of the Century by independent retailers.

Coca-Cola and Red Bull took second and third spot in a closely fought competition that was run by the Federation of Independent Retailers (NFRN) on its website last summer.

The hunt to find the top Brand of the Century was launched as part of the NFRN’s own centenary celebrations. One of Europe’s largest retail trade associations, it was founded in June 1919.

Other big names competing for the prestigious Brand of the Century honour included Trebor, Halls, the Post Office, National Lottery owner Camelot, Britain’s biggest food and drink wholesaler Booker, Buxton Water, Radio Times, the People’s Friend, Good Housekeeping, Beano, the Guardian, Daily Mirror, Daily Mail and cigarette brand Lambert & Butler.

NFRN National President Stuart Reddish commented: “The strength of the NFRN and its longevity is due to the tremendous support of our members and our trade partners. To help mark our centenary in 2019 we wanted to celebrate the Brands of the Century – those all-important products that bring consumers back into our members’ stores time and again, driving sales and footfall.

“After identifying a number of brands which had made a difference over the past 100 years, we invited our members to pick the one they believed stood out from among the competition and played the biggest role in the independent sector.

“After a tightly fought battle, I am delighted to announce it was Cadbury that claimed the top spot.”

Susan Nash, trade communications manager of Cadbury owner, Mondelēz International, added: “Cadbury was founded in 1824 on philanthropic and generous principles, and it is testament to the quality of the brand and its products that retailers still feel that it is the brand they trust most almost 200 years later.

“To be recognised as the Brand of the Century by the NFRN and its 15,000 members’ shops is a tremendous honour. We pride ourselves on the quality of the products that sit under the Cadbury brand, our focus on innovation adding real excitement for consumers and our support for independent convenience retailers.

“Within the last year alone we’ve introduced hugely popular new brands including Cadbury Darkmilk, the richest creamiest chocolate Cadbury has ever made with 40% cocoa for a more ‘grown-up’ taste, and Cadbury Orange Twirl, which created unprecedented shopper demand. Additionally, we’ve invested heavily in our 30% sugar reduction on Cadbury Dairy Milk, the nation’s favourite chocolate[i].

“It’s been a great 100 years for Cadbury and the NFRN’s independent retail members, and we’re looking forward to continue working closely with them to drive success in coming years.”

[i] Total Chocolate, UK Total Coverage MAT to 07.10.18

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