After a successful second stint as a limited edition in 2020 where it was the number one singles bar of the year (Nielsen, Singles MAT Value sales 26.12.2020), Mondelez International has made Cadbury Twirl Orange (rrp 69p) a permanent line. This will be communicated with a tongue-in-cheek social and PR campaign, which states that it is ‘Exclusively available everywhere’.
The product is aimed at younger adult consumers who are seeking new flavours and experiences from their chocolate choices, states Mondelez.
Radhika Pai, brand manager for Cadbury Singles at Mondelēz International, explained: “We are delighted to bring back Cadbury Twirl Orange as a permanent member of the Twirl family. After the incredible consumer and retailer response to the 2020 launch, we are confident this permanent edition will become a shopper favourite within singles confectionery, enjoyed all year round.”
The product first hit convenience store shelves in September 2019 where demand quickly outstripped supply.