Cadbury: One Billion Consumers 81
its 250-gram (8.8-ounce) Dairy Milk Chocolate bar. In much
smaller numbers, it was also its best seller, through Hong
Kong’s gray market, into China. But there was an element of
self-fulfilling prophecy in this: it was Cadbury’s best seller be-
cause that’s primarily what Cadbury was shipping into China.
There was another bias at work, too: since larger choco-
late bars move more efficiently through manufacturing facili-
ties than smaller products, which require more packaging
material per gram of chocolate and have the same production
speeds,
4
basing projections primarily on the 250-gram (8.8-
ounce) bar created more optimistic financial projections for
Cadbury’s future plant. In reality, a chocolate bar of this size
was ...