Cadbury is joining forces with two big biscuit brands, to create sweet biscuit treat Cadbury Dairy Milk (CDM) LU and savoury biscuit snack CDM Ritz.

Both countlines have an rrp of 58p, but will have an initial launch pricemark of 50p to encourage trial. The bars will also be available in multipacks of three, which will be available for a limited period pricemarked at £1, after which they will have an rrp of £1.49. The 35g countlines will be supported by a £7.5m marketing investment, including PR and digital activity. CDM is now valued at £500m, having been significantly propelled by a successful partnership with biscuit brand Oreo last year, which generated over £19.3m tablet sales.

“Cadbury Dairy Milk LU and Cadbury Dairy Milk Ritz are set to revolutionise the afternoon snacking occasion,” says Mondelez International marketing director Matthew Williams. “We’ve listened to what our chocolate fans want and have developed a chocolate bar that is both new and quirky, each bar sandwiches four chunks of creamy Cadbury Dairy Milk chocolate between mini LU biscuits or Ritz crackers to give a tasty break from the working day. There’s nothing else like them in the category and we believe they will bring a fantastic opportunity for retailers to drive impulse purchases during the afternoon dip.”