Mondelez is bringing together savoury Ritz crackers and Cadbury Dairy Milk in its “biggest launch” of 2014.

Following the success of combinations such as Cadbury Dairy Milk with Oreo and, more recently, Daim, the fmcg giant is next month launching two countline bars combining Britain’s biggest chocolate brand with Ritz crackers and with French sweet biscuit brand Lu.

The 35g bars, which roll out from 3 February, comprise four pieces of Cadbury Dairy Milk sandwiched between small rectangular Lu or Ritz biscuits. They carry an rsp of 58p and will initially be available in promotional 50p price-marked packs. Multipacks of three bars will also roll out, with an rsp of £1.49 and in promotional £1 price-marked packs at launch.

Pitched as the ideal snack to have with an afternoon cuppa, the products are being supported with a £7.5m push that will include a new TV advert.

Despite containing biscuit, Cadbury insisted the product was a confectionery item and should be merchandised in the confectionery aisle. A range of Cadbury-branded biscuits, and Cadbury Fingers biscuits, are produced under license by the Burton’s Biscuit Company.

“We asked consumers where they would expect to find this product and they said on the confectionery fixture,” said Mondelez marketing activation director Matthew Williams.

The new products are made in Hungary, where Mondelez invested heavily in the kit required to place individual biscuits in the chocolate.