Mondelez International has unveiled a new double-chocolate variant of its Mikado King biscuit snack.
Available from this month, Double Choc has twice the chocolate of Mikado King, with the same ‘light and crunchy texture’.It is positioned as ‘a slightly more luxurious afternoon or evening treat’. The NPD will be supported by in-store and online activity throughout August.
Mikado has flourished in 2016, with all SKUs seeing “huge uplift” in the everyday treats category, said brand manager Helen Potter.
The latest launch aims to drive category growth even further, she added. “Consumers love Mikado, but for some it just isn’t chocolatey enough. Our new King Double Choc builds on the familiar, well-loved, milk chocolate flavour, but with double the amount.”