Cadbury is expanding its Caramilk range with a new Buttons format.
The NPD would “bring shoppers the same beautifully crafted golden caramel chocolate, now in Buttons”, said the brand.
It will roll into retailers in April in sharing bag formats, in a bid to tap “afternoon sharing” and “big night in” occasions, it added (rsp: £1.49-£1.99/90g-105g).
“Caramilk was our biggest launch of last year and our best-ever confectionery launch, so we are incredibly excited to bring its iconic taste to this proven consumer favourite format”, said Cadbury brand manager Nancy Galvin.
Galvin added that she was “confident” the innovation would “help the brand to reach even more shoppers and help retailers drive incremental confectionery sales this year”.
The launch will be supported by a PR campaign and in-store support.
It comes after Cadbury Caramilk last year pulled in £8.5m in value sales during its first 12 weeks on the market [NielsenIQ 52 w/e 11 September 2021].
The caramelised white chocolate bars – which were previously only available in Australia – first launched in the UK in June 2021.