Mondelez has unveiled a new range of ‘wacky’ Cadbury Dairy Milk bars - including one with popping candy.
Rolling out next month, Marvellous Creations comes in two flavours: Jelly Popping Candy Shells, which contains popping candy, jelly and sugar coated cocoa candy pieces and Cookie Nut Crunch, which has biscuit pieces, crunchy nut caramel and chopped roasted nuts.
The company is hoping to grow the singles and sharing bars markets, with both variants available as a countline (rsp: 59p) and 200g tablet bar (rsp: £2.49) of ‘crazy paving’ blocks of varying shapes and sizes.
Marvellous Creations debuted in Australia, where it was the country’s biggest-ever confectionery launch, claimed Mondelez, growing Cadbury’s share of the Oz chocolate market from 19.6% to 24.2% [Nielsen 52 w/e 29 December 2012].
In Australia, the company launched a flavour similar to Jelly Popping Candy Shells, alongside Peanut Toffee Cookie and Jelly Crunchie Bits.
“You can’t get better research than launching in another market,” said Matthew Williams, marketing director at Mondelez International.
The brand has previously used popping candy in products in the UK, including a limited-edition Crunchie Blast in 2005, but Williams claimed Cadbury had become more adventurous under Mondelez, which acquired the business in 2010. “The range is more differentiated in terms of flavour and different sizes,” he said.
Recent successes include a 200g Golden Biscuit Crunch bar, and Cadbury Dairy Milk with Oreo, which was already worth £5m five months after launch [Nielsen MAT 23 February 2013].
Marvellous Creations is being backed with a £7m push, and the countline will be sold at a promo price of 50p at launch.