This month the UK’s number one chocolate brand, Cadbury Dairy Milk , is introducing an innovative new product, Cadbury Dairy Milk Chocos. The brand new roll pack offers consumers the usual delicious taste of Cadbury Dairy Milk (CDM) in round shaped pieces.
The launch is part of a £6.2m Cadbury Dairy Milk campaign with £1m dedicated spend against Chocos, to ensure that the product is at the front of consumers’ minds when in-store.
Cadbury Dairy Milk Chocos have been designed to allow consumers to enjoy the great tasting chocolates in an easily portionable format, a trend that is becoming increasingly popular in the UK today. The roll pack also features the instantly recognisable purple CDM colouring, along with a white Chocos logo, to ensure stand-out on shelf.
The addition of Chocos to the CDM portfolio aims to add value into the total confectionery category and drive incremental CDM sales, with POS material available to drive in-store visibility of the new product. A similar CDM branded pack is already on sale in Australia and has been very successful, contributing to the decision to bring them to the UK.
Julie Reynolds, Marketing Manager for Cadbury Dairy Milk, comments, “Cadbury Dairy Milk Chocos has been designed to allow shoppers to pick up a great tasting treat that can be easily consumed on-the-go. With the familiar packaging and taste of Cadbury Dairy Milk, Chocos is sure to be a consumer favourite, especially as they will be supported by a huge advertising campaign to raise awareness.”
CDM Chocos will retail at 57p and will be sold in 44g roll packs, containing 11 chocolate pieces. There are 36 roll packs in an outer, which have a special lift open lid, meaning they look great when placed directly on the shelf or counter.
CDM Chocos should be merchandised with other chocolate roll packs to create a portionable roll segment on fixture. This should be positioned below the standard CDM range to maximise brand impact whilst driving shopper awareness that the unique taste of Cadbury Dairy Milk is now available in a new format.
Source: Cadbury
