Mondelēz International is planning to broaden the appeal of its Mikado chocolate biscuit snack by launching Mikado King double chocolate, with twice the amount of chocolate as Mikado King.
Launching this month, the treat features the same “light and crunchy texture” that has been popular among consumers since its launch in 2009, Mondelēz said. The new snack promises to deliver a familiar milk chocolate taste, providing a great option for a slightly more luxurious afternoon or evening treat.
Its launch will be supported by in-store and online activity throughout August, aimed at increasing brand awareness and further strengthening consumer demand within the category.
Helen Potter, Mikado brand manager for Mondelēz International, said: “Consumers love Mikado, but for some it just isn’t chocolaty enough! Our new King double choc builds on the familiar, well-loved milk chocolate flavour, but with double the amount.
“We’ve watched Mikado flourish in 2016; as well as the incredibly successful launch of Mikado Pocket, which has seen a 10.7% jump in sales to £390,000 this year, all SKUs within the range have seen a huge uplift. It really has been a phenomenal start to the year and we hope to continue that success with this new launch, and help drive category growth even further.”
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