Mondelez is going big on chocolate bars with a 300g sharing tablet.
Called Cadbury Dairy Milk Big Taste, the chunky NPD was intended to fill a market gap for large-eat tablets, the brand said.
It comes in Toffee Whole Nut Crunch, Oreo Choco Chunks and Triple Choc Sensation, available from 22 February in resealable packs.
The new product (rsp: £3.49) - which follows this month’s launch of the Cadbury Dairy Milk Medley tablet - will be given a £6m push.
“We know that texture is becoming increasingly important to consumers and they are looking for new treat experiences,” said Matthew Williams, marketing director at Mondelez, which expects up to an initial market penetration of up to 15%.
“There’s no other mainstream textured sharing tablet in the market so as the nation’s favourite chocolate brand [Nielsen 52 w/e 26 December 2015], we’re excited for them to experience the Big Taste range. With great consumer testing feedback so far, we believe our adventurous target consumers will find joy through Cadbury Dairy Milk Big Taste.”