Cadbury Dairy Milk has launched a new countline for the mid-morning snacking occasion.

Cadbury Dairy Milk Oat Crunch is a oaty biscuit with Cadbury’s milk chocolate. Available in single 30g portions priced at 58p rrp, or multipacks of three priced at £1.49 rrp.

The new addition is supported by a £4.5m marketing investment, including TV, PR, OOH and digital activity.

Matthew Williams, marketing director at Mondelēz International, said: “With small portions, portable format, a great oaty taste which is synonymous with the morning and at just 150 calories per serving, we believe it will meet consumer needs during the day part. There’s nothing else like it in the chocolate aisle and we believe it will bring a fantastic opportunity for retailers to drive impulse purchases.”