22 Chocolate Fortunes
Cadbury’s home country, she would take large bars of Austra-
lian-made Cadbury milk chocolate. This kind of taste loyalty
is common among chocolate lovers, and combined with con-
sumers’ emotional attachment to their chocolate (people gen-
erally aren’t as passionate about, say, pretzels or chewing
gum), once the Big Five chocolate companies had established
their products’ taste across multiple generations of consum-
ers, it became very difficult for potential competitors to make
inroads. For the Big Five chocolate companies, the lack of
brand awareness and established taste preferences in China
was a golden opportunity to establish theirs as the preferred
chocolate for hundreds of millions of potential consumers.
However, in addition ...