Cadbury Trebor Bassett (CTB) is capitalising on the growth of dark chocolate with the launch of Cadbury Flake Dark.
CTB marketing manager Steve Chantry told Convenience Store that the launch followed a drive to stretch the brand's link with indulgence, and a dark chocolate variant proved the most popular in consumer tests.
According to CTB, dark chocolate has seen a 13% growth in sales year on year. Chantry said the product was less of an impulse item but an ideal eat-later indulgent snack. He added: "Dark chocolate lends itself to consumers eating it later in the day - it's more of an evening indulgence and the snacking category lacked this."
Flake Dark is targeted mainly at 18- to 39-year-old women. It launches on October 9 with a rrp of 46p and will be backed by a £3.8m marketing spend including new Coronation Street idents, sampling and PR. POS material including counter and floor displays and shelf-ready packaging will be available.
For more on the story behind the launch of Cadbury Flake Dark, turn to p30.