The launch of the new product will be supported by a £2m UK marketing investment in 2014, including TV, outdoor, POS, digital and sampling activities.
Kaitlin Williams, Candy brand manager at Mondel?z International, said: “Cadbury Eclairs is already worth £16.4m and we’re hoping to grow sales even further with this latest innovation for the family.
“We saw a fantastic opportunity to bring something special to the indulgent candy category, with a new softer eat enrobed in delicious Cadbury milk chocolate to attract new consumers to the format, and inspiring new occasions for individual snacking, particularly within the afternoon dip.”
Cadbury Eclairs Velvets will be available in 151g packs, priced at £1.99 (RRP).
© FoodBev Media Ltd 2024