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As the holiday season approaches, Baileys Chocolate has launched its latest product innovation: Baileys Chocolate Caramel Whirl.

Developed by chocolatier Lir Chocolates, this new treat is set to hit shelves across the UK this month, targeting both impulse buyers and gift-givers during the peak festive shopping period.

The Caramel Whirl will be available in two formats: a single unit priced at £1, to be sold in high-traffic retailers such as Sainsbury’s and Asda, and a triple pack retailing for £2.75, available at Tesco, Waitrose and Morrisons.

This dual-format approach aims to capture a broad spectrum of consumer preferences, from casual indulgence to thoughtful gifting.

Ethan Duffey, brand manager for Baileys Chocolate, said: “The Chocolate Caramel Whirl is expected to be one of the brand’s most successful seasonal NPDs yet”.

He also highlighted the importance of aligning with current consumer trends, noting that today’s shoppers are increasingly value-conscious while still seeking high-quality, experiential treats.

Baileys Chocolate Caramel Whirl features a distinctive whirl-shaped milk chocolate shell, filled with a soft marshmallow centre and a layer of smooth caramel, all infused with the iconic flavour of Baileys Original Irish Cream.

This combination is designed to resonate with festive shoppers looking for indulgent options that evoke nostalgia while meeting modern taste preferences.

Recent market analysis indicates that Baileys Chocolate was the fastest-growing premium chocolate brand during the 2024 holiday season, highlighting a robust consumer demand for high-quality, indulgent products.

The introduction of the Caramel Whirl aligns perfectly with this trend, as 61% of UK consumers are reportedly seeking 'permissible indulgences' during the festive period.

The product’s launch comes at a time when premium novelty treats are outperforming the broader confectionery category, suggesting a ripe opportunity for Baileys to solidify its market presence.