Cadbury Eclairs Velvets are the latest innovation from Mondelez International. Comprising a soft caramel and chocolate centre enrobed in milk chocolate, the 151g bags (rrp: £1.99) are set to attract new and younger customers to the market. Available from 17 February, the launch will be supported by a £2m UK marketing investment in 2014, including TV, outdoor, POS, digital and sampling activities.
Candy brand manager Kaitlin Williams says: “Cadbury Eclairs is already worth £16.4m and we’re hoping to grow sales even further with this latest innovation for the family. We saw a fantastic opportunity to bring something special to the indulgent candy category, with a new softer eat to attract new consumers to the format and inspiring new occasions for individual snacking, particularly within the afternoon dip.”