Mondelēz International-owned Cadbury will expand its Darkmilk chocolate range with the introduction of a 35g bar.
The confectionery business will also add a salted caramel flavour Darkmilk variant, sold as an 85g tablet.
Cadbury Darkmilk was launched earlier this year and it combines both dark and milk chocolate flavours. The bars contain 40% cocoa and are targeted at consumers who find milk chocolate a little too sweet and dark chocolate too bitter.
The line has been available in original and roasted almond flavours in the UK.
Kate Wall, Mondelēz marketing manager for Cadbury, said: “In testing, Cadbury Darkmilk achieved our best ever results for both taste and concept, and these were indicative of the full market as the tablets’ launch has achieved our aim in driving incremental sales to the category.
“The singles addition, in both standard and PMP (price-marked packs) formats, will help independent retailers drive impulse sales. Research shows that the perception of improved value, speed of sales, convenience and heightened customer trust make stocking PMPs a great option, with a fifth of shoppers going so far as to say they would choose a particular convenience store if they knew it stocked PMPs. To make the most of the opportunity, retailers should make sure they’re stocked up at launch and ahead of our first TV campaign in May.”
The Darkmilk brand will be supported by a £6 million investment with ongoing in-store activation, sampling, PR and digital activity, and it will hit screens for the first time in May 2019.
Both the new 35g bar and salted caramel flavour will be available in the UK as of January.
© FoodBev Media Ltd 2019
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