26 Jul 2012 Cadbury Dairy Milk Bubbly hits SA
Kraft Foods has announced the arrival of new Cadbury Dairy Milk Bubbly, dubbing it a combination of “SA’s best loved chocolate with a burst of bubbles both inside and out. It’s the lighter way to enjoy your favourite milk chocolate”.
“The new aerated offering comes in a unique mould shape. The soft and round chocolate bubbles on the outside and inside melt in your mouth for a smoother, lighter, creamier moment,” says Tamsin Darroch, Senior Brand Manager: Chocolate.
The chocolate packaging has a stylish, highlighted new look and also comes in the new re-sealable packaging recently announced.
New Cadbury Dairy Milk Bubbly will be available in all major retailers from August 2012 in an 87g and 150g pack size.
Social media marketing includes the Cadbury Dairy Milk Bubbly website, www.cadbury.co.za/bubbly, and consumers can join the Cadbury Dairy Milk Facebook community where they “can also share your bubbly experiences and be kept in the bubble on any promotional activities”.
A television commercial hits local TV screens from 14 August 2012.
Aerated chocolate and confectionery is a noted trend – with prices for cocoa, sugar, and other commodities soaring in recent years, candy makers are finding a simple ingredient, air, can help pump up profits.
Nestlé has been making renewed marketing efforts on its aerated chocolate brand, Aero, Barry Callebaut has been adding more air to fillings, and Cadbury in 2010 launched a new version of its aerated Wispa bars after reintroducing the brand in 2007.
Air makes sense. Chocolate density can be cut by as much as half by using carbon dioxide or nitrous oxide to make bubbles. Aerated chocolate also tends to be creamier, with a low density is so low it melts very easily, and giving a different taste.
An added benefit is that air bulks up the candy while adding little cost, though there are limits to the strategy since most bars are priced by weight.
Additional reading:
UK: Kraft launches Cadbury Dairy Milk Bubbly