For Cadbury, cash cows represent immediate benefits, and these are used to promote other products that are struggling to start and find their place on the market or even develop innovations. Chocolate, in all its forms, is one of the best-selling products in the world. Indeed, today, players in the world of confectionery and chocolate must constantly innovate to interest customers, with references multiplying on store shelves. These cash cows hold a competitive position that is very important, despite the fact that they are located in a market that is almost saturated. The company's communication policy and marketing strategy focus on customer relations, and on more elaborate and colourful packaging than what other competitors on the market can offer. Cadbury's cash cow products have a very childish design, which is a change from what consumers usually see on the shelves. Therefore, they require little investment, so the company has every interest in keeping them in its catalogue.

From an economic point of view, cash cows are the company's most profitable products. The cash cows at Cadbury are the dairy milk chocolate, 5-star, and Bournville confectionery ranges. Granted, they aren't always the biggest earners for the group, but according to the BCG matrix, they are mostly set to be the group's cash cows in future years once the market is saturated. Despite the intensity of the investments put forward, whether, at the financial, organisational, or communication level, these products remain necessary for the group and are among the most popular with consumers at any given time. They enable the group to generate greater turnover, thus ensuring the future of the brand. These references have a substantial market share, more than 18%, which gives them a dominant position within the company. These are the 'milk chocolate' range, the 'lickables', the 'fuse' and the '5-stars 3D'. In the case of Cadbury, several products fall into this category. The first criterion analysed is the products considered as stars, that is to say, which are characterised by a strong market penetration as well as by an equally strong growth rate. The two axes that frame the BCG matrix are relative market share horizontally and market growth rate vertically.

Most of the group's brands were sold in 2017 and are now under the Carambar & Co name. In 2021, its turnover was 28.2 billion euros. It should also be noted that the company is present in more than 60 countries and has 35,000 different suppliers, direct or indirect, as well as 190,000 retailers. The group has three kinds of products: chocolates, Gummies, and candies. Founded in 1824, it is one of the oldest companies in the world, specialising in the chocolate and confectionery sector.

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