Kraft Foods is pouring £7m into marketing new women’s countline Cadbury Crispello. The bar, which comprises wafer shells coated in chocolate, is individually portioned and will be promoted in women’s press, outdoor advertising and point of sale material. The product will be available to order from October 8. The chocolate category is worth a massive £3.3bn , with £800m of this accounted for by chocolate singles, states Kraft. The firm is confident that Crispello will help to drive female sales in the singles market, and help turnaround the recent -6.6% MAT value decline, which it claims has been driven by female penetration and frequency losses.
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