Cadbury &More is relaunching, marking the evolution of Cadbury’s indulgent range, it said.
Along with the relaunch comes a “bold new visual identity” designed to maximise presence on-shelf and clearly differentiate the range from the core Cadbury portfolio.
Strengthening the line-up further, the brand is introducing Cadbury &More Biscoff to deliver a new indulgent offering.
The new Cadbury &More Biscoff features a Biscoff spread centre topped with Biscoff biscuit chunks encased in Cadbury chocolate. The new addition is set to drive further excitement in the category, especially amongst younger adult consumers who are driving demand for indulgent flavours such as Biscoff.
To support the launch, a new creative platform, Give into More, will be launched across multiple channels, making the brand unmissable. The campaign is “designed to continue to fuel brand awareness and drive trial amongst young adults encouraging them to take the time to indulge in a delicious chocolate experience,” Cadbury said.
Ellie Swales, brand manager for Cadbury Tablets at supplier Mondelēz International, said: “Cadbury &More was developed to deliver a unique and indulgent experience for consumers, bringing something new to the chocolate category, and this next phase represents a bold step forward for the brand.
“Refreshed packaging, establishing a new visual identity and the launch of Cadbury &More Biscoff are intended to drive wider appeal to our younger consumer target and redefine indulgence. Our focus is to deliver incremental category growth, by offering unique experiences that drive engagement and increase basket value.”
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