Mondelez International is launching a new Cadbury Marvellous Mix Ups bitesize sub-brand, as well as adding a new banana caramel crisp variant to its Marvellous Creations range.
Available from 7 April, Marvellous Mix Ups are available in Oreo and Maynards variants priced at £2.13. The 110g Oreo packs will feature Oreo biscuits mixed with Cadbury milk and white chocolate Buttons and Pebbles, while 124g Maynards packs will feature jellies, Cadbury Caramel Nibbles and Fudge Dreams chocolates.
And from 19 May, retailers will be able to get their hands on banana caramel crisp Marvellous Creations in both impulse (rrp 61p) and tablet (rrp £2.49) formats. The product combines banana candy, caramel cubes and crispy pieces and is set to attract new consumers to the category.
The launches follow the success of Cadbury Dairy Milk Marvellous Creations range, which launched last year. It is now worth £49.7m and generating 49%m incremental sales in the category. When launched last year, the brand achieved £20m in its first 12 weeks, making it the biggest chocolate launch in the last three years, and has recruited 1.5 million new shoppers into the category .
Cadbury Dairy Milk Marvellous Creations will be supported by a huge £4.5m marketing investment this year, including TV, outdoor, PR, digital, sampling and in-store activation.
Matthew Williams, marketing director at Mondelez International, said: “We’re continuing to invest in the category and bring innovation to consumers and retailers with Cadbury Dairy Milk Marvellous Creations, and hope to bring even more customers to the brand through new flavours and formats. Our consumer testing showed very strong results both pre and post-trial among people who would not normally buy Cadbury Dairy Milk, so we’re hugely excited about launching these new products into the category.
“We believe we’ve got a unique concept in the market – there’s nothing else like it in the chocolate aisle – and that’s why customers have been inspired by our offer. These new products are a great opportunity for retailers to get shoppers excited about the category and drive impulse sales across the range.”