Cadbury has swapped cocoa powder for blocks of Dairy Milk for the launch of an innovative new drinking chocolate.

Hot Choc Chunks, launched this month, is the first mainstream drinking chocolate to use solid blocks of chocolate that are dissolved into hot milk until melted.

The solid chocolate created a more intense chocolate flavour, claimed the confectionery giant, adding that the appeal of the iconic Dairy Milk brand would guarantee a warm reception from consumers.

“As the number one food beverage manufacturer, we want to provide our retail customers with an innovative new hot chocolate product to excite consumers in-store,” said Kate Harding, trade communications manager for Cadbury.

“Cadbury Dairy Milk is already a well-loved and recognised brand, so by bringing it into hot chocolate we can leverage the brand’s success to drive the category further.”

The packaging of Hot Choc Chunks, rsp £2.79, features the classic Cadbury Dairy Milk purple and white palate and the company plans to support this month’s launch with press and outdoor advertising, as well as sampling.

The move is expected to bolster Cadbury’s presence in the drinking chocolate category, which is outperforming the food beverage market with strong sales growth of 5% year-on-year.

This week, Cadbury also revealed plans to overhaul its £11m low-calorie drinking chocolate brand Cadbury Highlights to appeal to the growing number of consumers it claims are substituting hot chocolate beverages for healthier equivalents.