Mars and Cadbury unveil latest NPD in fight for bite-size

  • Print
  • Share
  • Comment
  • Save

Mars and Cadbury have both unveiled products targeted at the growing demand for bite-size chocolate treats.

In a first for the Cadbury Dairy Milk brand in the UK, Chocos will offer consumers 11 round pieces of chocolate in a roll-pack format (rsp: 57p for 44g). The launch follows the strong performance of a similar Cadbury product in Australia.

"Our experiences in Australia have shown us that this format can co-exist with other Cadbury Dairy Milk products and grow sales incrementally," said Cadbury Dairy Milk marketing manager Julie Reynolds. "It taps directly into demand for bite-sized offers particularly from 20-something female consumers who love chocolate and want a permissible treat."

The launch will be supported by a £1m marketing push that includes dedicated TV ads from May.

Mars' Galaxy brand is also setting its sights on a young female audience with the roll-out of Galaxy Bites chocolate spheres with a chocolate caramel centre that will be appearing on-shelf from the end of this month (rsp: 54p for 40g). The line will benefit from a planned £14m above-the-line spend for the Galaxy brand.

"Following the success of Galaxy Counters, which we launched last year, we are confident this addition to the Galaxy and bite-size ranges will be a big success," said Mars trade communications manager Bep Dhaliwal.

Sales of the Cadbury Dairy Milk brand have grown 11.8% to £418.3m, while Galaxy has grown 13.2% to £224.2m [Nielsen 52w/e 25 December 2010].

Read more
McVitie’s and Mars unite to slice up Twix (2 April 2011)
Mars gives football fans a chance to play at Wembley (31 March 2011)

Have your say

These comments have not been moderated.

You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment.

Any comment that violates these terms may be removed in its entirety as we do not edit comments.

If you wish to complain about a comment please use the “report this comment” facility or email


Related images

  • Print
  • Share
  • Comment
  • Save

Grocer jobs Experts in FMCG



Good basic salary + excellent bonus opportunity + car + laptop + mobile phone + benefits
Search jobs
Sign in

Newsletter Sign-up


I wish to receive the following newsletters:

For Members

Become a Gold Member to receive these newsletters:

Become a Finance Member to receive these newsletters:

Become a member of The Grocer



CLICK HERE to search for the products, services and companies you need in the definitive guide to the UK food and drink industry.


The Grocer's commentators and opinion makers