Mondelez International is hoping to grow the small tablet chocolate segment with its first Cadbury Dairy Milk NPD of 2016.
The new Cadbury Dairy Milk Medley is a tablet bar pitched as a luxurious evening treat offering “multiple taste experiences”.
Available from 8 February, the eight-segment Medley (rsp: £1.49/93g) combines a Cadbury Dairy Milk chocolate shell with a soft chocolate centre and a protruding filling of so-called ‘onclusions’.
The two variants feature dark chocolate chips with biscuit and fudge pieces, and dark chocolate chips with caramelised hazelnuts and raspberry pieces.
The NPD is aimed at boosting incremental growth in small tablet bars, particularly among 25 to 44-year-old women looking for something special at the end of the day, according to the brand.
The launch will be supported by a £3m marketing campaign that includes TV, sampling, outdoor, digital, PR and in-store activity.
“We believe that, with Cadbury Dairy Milk Medley, we have a product that will be effective in bringing in new shoppers as well as delighting loyal Cadbury Dairy Milk consumers,” said Matthew Williams, marketing director for chocolate at Mondelez International.
“Our target shoppers are adventurous with their chocolate choices, and especially like trying new products and new taste experiences, with a preference for creamy textures, and this really delivers on the need for a smooth centre with exciting, quality onclusions,” Williams added.
Cadbury Dairy Milk is the UK’s leading chocolate brand, with sales of £486.2m [Nielsen 52 w/e 5 September 2015]. Mondelez said it was confident its “multi-dimensional” new product would achieve household penetration of about 10% within 12 months.