Cadbury is extending its Darkmilk range with two new additions and price-marked packs, designed to drive impulse sales.
Following the tablet launch earlier this year, Cadbury Darkmilk Original and Cadbury Darkmilk Almond will launch in a new 35g bar in January 2019.
The smaller bars (rrp 65p) will offer the same rich taste in an on-the-go snacking format. To help retailers drive sales further, the singles will also be available in a 55p PMP format.
January will also see the launch of Cadbury Darkmilk Salted Caramel. The new variant will be available in the standard 85g tablet (rrp £1.49), combining rich cocoa with salted caramel chips.
The Cadbury Darkmilk range launched in the summer, following research showing that consumers are increasingly looking for a richer tasting chocolate as they get older [Wy Research June 2018]. Bars contain 40% cocoa, to provide a more grown up taste for those who find milk chocolate a little too sweet and dark chocolate too bitter [Wy Research June 2018].
The brand will be supported by a £6m investment next year with ongoing in-store activation, sampling, PR and digital activity. Cadbury Darkmilk will also hit TV screens for the first time in May 2019.
Kate Wall, marketing manager for Cadbury at Mondelez, said: “In testing, Cadbury Darkmilk achieved our best ever results for both taste and concept [Nielsen BASES], and these were indicative of the full market as the tablets launch has achieved our aim in driving incremental sales to the category.
“The singles addition, in both standard and PMP formats, will help independent retailers drive impulse sales. Research shows that the perception of improved value, speed of sales, convenience and heightened customer trust make stocking PMPs a great option, with a fifth of shoppers going so far as to say they would choose a particular convenience store if they knew it stocked PMPs. To make the most of the opportunity, retailers should make sure they’re stocked up at launch and ahead of our first TV campaign in May.”