Cadbury unveils new formats

14 May, 2010

Cadbury has invested £7 million in a series of product launches that will see Crunchie go bitesize and new formats for Caramel Nibbles and Wispa.

A TV campaign will launch Rocks, the bitesize Crunchie, which is available in a 145g bag with an rrp of £1.89.

Rocks is described as a mix of “Crunchie honeycomb pieces and crispy golden cornflakes, tumbled into Cadbury milk chocolate”.

POS materials will be available for retailers, including floor stands and gondola ends for the whole bitesize range, which includes Cadbury Dairy Milk Caramel Nibbles, launched last year and to be released this month in single 39g packs.

“Since its launch in October, Caramel Nibbles is now worth £5.8 million,” said Kate Harding, Cadbury UK’s trade communications manager.

“With the introduction of this new pack size we hope to provide further opportunity for retailers to drive impulse sales.”?In June, the Cadbury Caramel bunny will return in a marketing campaign to support the launch of Caramel Nibbles. The drive will include outdoor, press and digital ads, and PR activity.

The company will also launch Wispa Duo, a “portionable treat which is perfect for those who prefer to share their bar or save some for later”.

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