Mondelez International is seeking to boost online sales of key brands such as Cadbury chocolate by linking many of its social media pages and adverts with retailers’ websites via “Buy Now” buttons.

The global initiative will be rolled out across 25 markets, linking to over 130 retailers’ websites, most likely supermarkets and multiples, over the coming months.

“As a global company, we’re looking at converting all our media investments into buying opportunities for consumers by driving e-commerce transactions at key retailers’ websites,” Bonin Bough, Mondelez International chief media and e-commerce officer said.

“This partnership is a crucial step in our journey to help accelerate growth through e-commerce. By turning more of our branded content into buying opportunities for consumers, we’ll also continue to improve our return on investment and this will help fuel growth for our Power Brands,” she added.

The initiative would not impact on traditional sales through convenience stores, UK trade communications manager Susan Nash added.

“We focus on many ways to promote awareness of our products and brands. This is an innovative and exciting new approach to driving awareness but it will be supplementing all ongoing activities. The convenience retail trade is important to us for driving impulse sales. We don’t believe that activity will impact on these channels.”