Mondelez International is aiming to drive growth in small tablets with Cadbury Dairy Milk (CDM) Medley.
The launch will be backed by £3m marketing campaign including TV, sampling, outdoor, digital, PR and in-store activity.
Combining visible, high quality inclusions and a soft chocolate centre, CDM Medley is available in two 93g tablets. The first variant contains dark chocolate chips, biscuit and fudge pieces, while the second features dark chocolate chips, caramelised hazelnuts and raspberry pieces. Products carry an rrp of £1.49, but will also be available in promotional £1 pricemarked packs for a limited period.
By unlocking the evening treat occasion, the launch aims to boost incremental growth in small tablets, particularly among 25-44 year old women looking for something special for an evening treat.
Mondelez International marketing director for chocolate Matthew Williams said: “The small tablets segment is driven by exciting NPD, and this is the latest in a number of hugely successful innovations by Cadbury over the last few years.
“We believe that with CDM Medley, we have a product that will be effective in bringing in new shoppers as well as delighting loyal CDM consumers. Our target shoppers are adventurous with their chocolate choices and especially like trying new products, with a preference for creamy textures – and this really delivers on the need for a smooth centre with exciting, quality inclusions.”