Cadbury giant buttons

Source: Mondelez

The confectionery giant has applied to register the name ‘Mega Buttons’ as a trademark with the IPO under class 30

Mondelez looks set to launch a Cadbury Dairy Milk Buttons spin-off called ‘Mega Buttons’.

The confectionery giant has applied to register the name as a trademark with the International Property Office under class 30, covering chocolate.

When approached by The Grocer for comment, a spokeswoman for Mondelez said: “We are extremely proud to be the nation’s favourite chocolate supplier and always look at the latest innovations and flavour trends to ensure we’re offering retailers the right range to excite and delight their shoppers.”

Mondelez already sells a range of Giant Buttons (pictured) under the Dairy Milk brand.

The brand had “no specific plans to share at the moment, but we’ll be sure to update our retail customers if this changes”, she added.

It comes as Mondelez has spent recent months making concerted efforts to expand its Cadbury offering.

Earlier this month, it added a hot cross bun-flavoured Dairy Milk bar ahead of Easter 2022.

In November 2021, it entered the vegan chocolate arena with a duo of Cadbury Plant Bars made from almond paste.

Last summer it brought its Australian Cadbury Caramilk bars – made with a caramelised white chocolate – to the UK.

Speaking at the time, Mondelez trade communications manager Susan Nash said the brand wanted “to bring incrementality to the market”.