Cadbury has added chocolate-covered cereal bites to its ‘quirky snacks’ portfolio.

Following the launch of chocolate-covered popcorn and pretzels last year, Cadbury is rolling out Crunchums - crispy cereal bites covered in milk chocolate - nationwide from next month in 105g sharing bags (rsp: £2.03).

The sweet snack would build on Cadbury’s 26.7% share of the £378.4m chocolate bags category [Nielsen 52w/e 13 April 2013], said trade comms manager Susan Nash.

Brand owner Mondelez International is supporting the launch with a £1.3m marketing campaign that will include outdoor advertising, sampling, digital and social media activity.