Cadbury’s new Dinky Deckers have been created to turn the popular Double Decker singles bar into a bite-size format.
Available now, Dinky Deckers tap into the ‘little and often’ consumer trend.
The Double Decker brand is the third best-selling Mondelēz single (AC Nielsen Inds & Symbols, MAT TY WE 16.05.15), and it will now follow the likes of Cadbury Boost, Wispa and Twirl, which have been extended into the bitesize category in recent years.
The chocolate bag category is growing ahead of other chocolate segments (8.8% value sales- Nielsen, total coverage, MAT value sales to WE 20.02.15), with Mondelēz International driving the biggest growth (27.1% value growth (market growth 8.8%)(source: Nielsen, total coverage, MAT value sales to WE 20.02.15)). This new innovation aims to attract more incremental customers to the category and will be supported by an ATL campaign, including in-store, and experiential activity.
Melissa Stuart, brand manager for Cadbury Bitesize, said: “We have seen an opportunity to bring growth to the chocolate bags category by launching another of our established brands, which consumers know and love, into a more permissible, shareable format. Dinky Deckers also targets new eat state within the chocolate bags segment.
“We’ve seen great success within the Cadbury bitesize range, including new addition Mixed Buttons which has already delivered £1.3m in RSV since its launch in February this year, as well as Boost Bites, Bitsa Wispa and Cadbury Twirl bites in previous years. We hope this latest launch will allow retailers to further capitalise on chocolate bag sales.”
Cadbury Dinky Deckers are available in 120g bags priced at £1.99 (RRP).