This month Cadbury is introducing a new limited edition line, Flake Allure, to its chocolate singles portfolio. The much loved delicate and crumbly Flake chocolate will be enrobed in smooth truffle and coated in Cadbury Dairy Milk chocolate, offering a decadent and indulgent Flake experience.
The product launch will be supported with a £2m ATL marketing investment, including press, radio and outdoor advertising, with ads sited near to stores stocking the limited edition product, to maximise the impulse opportunity.
A tie-up with Bauer Media is planned to further appeal to the target audience of 18 to 45 year-old females through magazine and radio promotions across the summer. In-store support for the launch will also be strong with pre-filled POS, dump bins and counter displays available.
With NPD accounting for 8% of value for the singles category , innovative new products clearly have the potential to drive value sales for retailers. As Cadbury has delivered three of the five biggest singles NPD launches in the past ten years , it is anticipated that this launch will continue the trend of boosting category sales by appealing to both current Flake consumers and a new, younger audience.
Susan Nash, Cadbury Trade Communications Manager, comments, “Flake Allure performed particularly well in testing among target consumers, with the indulgent melt-in-the-mouth taste proving extremely popular.
“We already know that new products are key growth drivers in the singles category and we anticipate that this new addition, which is based upon a bar that consumers already know and love, will help drive sales within the singles category.”
Flake Allure will retail at RRP 60p and will be sold in cases of 40, with each bar weighing 31.5g.
Source: Cadbury
