Cadbury Curly Wurly, the third largest brand within Mondelēz International’s family portfolio (Nielsen w/e 28.01.17), and Cadbury Picnic, are entering the medium-sized bagged confectionery market with the launch of Curly Wurly Squirlies and Cadbury Picnic Bites.

Both singles will follow the likes of Cadbury Fudge which was successfully extended into the medium bitesize category, and Cadbury Dairy Milk Mixed Buttons, which is already worth £7.6m (Nielsen w/e 28.01.17) since its launch last year. The launch aims to drive incremental sales for the family sharing occasion, particularly amongst young families.

Melissa Stuart, brand manager for Cadbury Bitesize, said: “The new launches aim to drive growth within the fastest growing chocolate segment, bagged confectionery. Mondelēz International is consistently driving category growth (Nielsen 52 w/e 25.02.17) through innovation, and we hope by introducing more well-loved brands into the category, retailers will be able to drive sales further.”

Cadbury Curly Wurly Squirlies and Cadbury Picnic Bites will be available in 110g bags (rrp £1.99).