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.