Cadbury has launched its first ever range of Dairy Milk tablets, containing a soft-centred, flavoured filling.
Launching this week, Dairy Milk Puddles is available in hazelnut and mint varieties. It features a rippled mould with flowing centre, and “is ideal for sharing for an indulgent moment away from the worries and pressures of everyday life,” the brand said. The 90g tablet has a recommended retail price of £1.49.
It will be targeted at younger female consumers who are actively seeking interest, indulgent product innovations. Citing a survey by Ipsos, Cadbury claimed that 81% of consumers found Dairy Milk Puddles more highly differentiated than other chocolate tablets. Its introduction will be supported by a £4m marketing campaign, covering television advertisement, PR and out-of-home and digital activity.
Mondelēz International marketing director Matthew Williams said: “The young people of today live in a tough world so enjoying the lighter side of life is important, and chocolate is ideal for making these moments even more enjoyable. The shape of the new tablet will reignite memories of childhood fun and carefree moments of jumping in puddles and will bring a light-hearted feeling to the category.
“This new innovation breaks all category conventions. With purchase intent scores as high as Marvellous Creation variants, we believe it’s going to be a big hit for retailers and customers alike.”
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