Mondelez International is unveiling its second Cadbury biscuit launch – Cadbury Crunchy Melts – offering a “multi-textural sensation”.
Available from this month, new Cadbury Crunchy Melts (rrp £1.89, Cases of 12) are crunchy chocolate chip cookies with a soft melting centre. The cookies can also be heated up in the microwave by following the instructions on pack. The new cookies come in 156g multipacks in three variants – Chocolate Centre, Double Indulgence and Soft Cookie Centre. A £1.29 PMP is also available on the Chocolate Centre variant.
Cadbury Crunchy Melts will benefit from a brand new TV campaign for Cadbury Biscuits and be supported through in-store activity.
Chiara Missio, marketing manager for Cadbury Biscuits, said: “Our vision for Cadbury Biscuits is to bring more moments of joy for biscuit lovers across Britain. Cadbury Roundie was our first step towards this and has already delivered ( Nielsen MAT to w/e 15.07.17) £2.1m after just 10 weeks in market.
“Sales of traditional Everyday Biscuits have been declining as shoppers seek more premium experiences in the treat segment (Kantar MAT 18.06.2017). We believe that this launch will be a hit with those consumers trading up by offering a premium and fun sweet treat that stimulates the senses from the nation’s favourite chocolate brand (Nielsen MAT to w/e 17.06.17).”