The company is launching five Cadbury tub products, along with an eighth addition to its bar ice creams, in a move that it hopes will steal market share from rival Richmond Foods.
The products mark the first time the Cadbury brand has entered the one-litre tub market and come in the popular Cadbury countline variants Dairy Milk, Flake, Dairy Milk Caramel, Dairy Milk Mint and Dairy Milk Fruit & Nut. They have an rsp of £1.99, but will be sold in a two-for-£3 deal to drive weight of purchase.
Dairy Milk Fudge will be added to the ice cream bar range and boasts fudge pieces in a fudge-flavoured ice cream wrapped in milk chocolate.
“We are excited to be moving into tubs with such a strong product offering under the Cadbury licence,” said MD Frank Frederick.