The chocolate centre of the new Hazelnut Twist variant is combined with hazelnut flavours, which are covered with caramel.
The launch will be supported by a £2m UK marketing investment in 2013, including TV, outdoor, POS, in-store and sampling activity.
Kaitlin Rimington, candy brand manager at Mondel?z International, said: “We’re aiming to bring more people to the category by increasing relevance and reigniting consumers’ love for Cadbury Eclairs through innovation and the strength of our brand, which is already worth over £16m and growing at 2.4% year-on-year.
“Hazelnut is a popular chocolate flavour in the UK, and because the flavour is in the chocolate centre rather than the caramel, you can really taste the different layers as you enjoy the sweet.
“We think this variant bring something totally new and special to the indulgent candy category, which we hope will help to drive penetration and frequency.”
Cadbury Eclairs Hazelnut Twist and Cadbury Eclairs Classic are all available to order in new 130g packs (10 packs per outer), priced at £1.00 RRP.
© FoodBev Media Ltd 2024