The company is continuing to extend the brand, but rather than thinking big, as it has done in the past with sharing formats, this time it has opted for a small-scale approach with its latest Dairy Milk addition.
Mums are being targeted with a treat size version of the chocolate bar in a 235g multibag (rsp: £2.09).
It contains around ten individually wrapped bars, which are designed to be used as an occasional inclusion in a school lunchbox, for party bags or as a small treat.
Mike Tipping, head of customer relations for Cadbury Trebor Bassett, said there was huge opportunity to grow the treat-sized category, which he said was worth around £100m in value, by adding new variants to the format.
“One in five people in the UK bought a treat-sized pack last year, but there is still a massive profit potential for this sector,” he said.
Tipping added that mums were the main buyers of treat size bars as they liked to control the portions given to their children. However, he hoped the format would appeal to consumers looking for a lighter alternative to standard bars.
Cadbury already produces its Dairy Milk Caramel, Bubbly, Flake, Buttons and Crunchie brands in a treat-sized format and said the launch of the Dairy Milk version would boost sales across the portfolio.