Mondelez wants to boost mid-morning chocolate consumption with a new combination of Cadbury Dairy Milk and biscuit.
Rolling out next month, Cadbury Dairy Milk Oat Crunch is a 30g bar comprising chocolate sandwiched between two oat-topped biscuits. Available as a single (rsp: 58p) and a multipack of three (rsp: £1.49), it will be backed by a £4.5m spend including TV.
The launch follows the rollout of CDM Lu and CDM Ritz, which have attracted £11.3m in first-year sales [Nielsen 52 w/e 1 November 2014].
“Ritz and Lu targeted mid-afternoon, and now we are targeting mid-morning,” said marketing director Matthew Williams. “The oats cue up the morning usage.”