UK: String of Cadbury innovations
Cadbury in the UK has been busy in the first half of 2013, with several interesting new launches. Among them is Cadbury Crunchums – a snack of crispy cereal bites coated in Cadbury chocolate. [Click pic to enlarge]
Following on from Cadbury Popcorn and Cadbury Pretzels, Cadbury Crunchums are part of a similar breed of quirky snacks from Mondelēz International.
Mondelēz is performing strongly in the chocolate bags category, which is now worth £378.4m and is growing at 16.5% year-on-year. Cadbury brands are 26.7% share of the category and is seeking to improve its performance with the new Crunchums range.
Crunchums will be supported by a £1.3m UK marketing investment in 2013, including outdoor advertising, sampling, PR, social media, digital campaigns and in-store activity.
Available across the UK from June 2013, and the new 105g bag is priced at £2.03 RRP. Says one bloggist reviewer:
“They’re crunchy maize cereal snacks coated in Cadbury chocolate, described as ‘crispy chocolatey cereal’. Unfortunately the chocolate used isn’t Dairy Milk but is Cadbury’s sweeter, lower quality milk chocolate. It doesn’t really matter though, because it works well with these snacks.
“I wasn’t sure what to think at first. Biting into one I was met with a slightly salty, savoury kind of taste, almost like crisps. The sweet milk chocolate provides a nice contrast which works surprisingly well, and after a few mouthfulls I was totally hooked and found them extremely moreish.”
Cadbury Wispa Hot Chocolate
Backed by a £3m marketing campaign Mondelez International introduced Cadbury’s Wispa Hot Chocolate in March 2013.
The product, which has been specially developed to generate its own, frothy bubbles, has been created to bring a younger audience to the hot drinks category and help consumers create a “coffee house” experience at home.
Wispa Hot Chocolate is available in a 246g jar and a 27g single-serve sachet.
Cadbury Pots of Joy
Müller Dairy has launched a range of Cadbury desserts designed to appeal to consumers looking for an after-dinner dessert or snack.
Available from 15 April, the Pots of Joy has three variants: Dairy Milk; Caramel; and White Chocolate Buttons.
Theye available in packs of two and four with an RRP of £1.29 and £2.39.
“The Cadbury brand is iconically associated with sweet and delicious treats and that’s exactly what Pots of Joy are all about,” said Müller Dairy’s marketing and R&D director Michael Inpong.
“Taking the inspiration from confectionery, they tap into the indulgence and treat-appeal consumers crave from both after-dinner desserts and sweet, chocolaty snacks.”
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