Cadbury is expanding its Caramilk range with a Buttons format, which targets Afternoon Sharing and Big Night In occasions. Launching in April, Cadbury Caramilk Buttons come in 105g (rrp £1.99) and 90g (rrp £1.49) bags and are available in pricemarked packs.
Mondelez International claims that the Cadbury Caramilk tablet, which launched last Summer, was the 3rd best-selling NPD last year (Nielsen One System Total Coverage excluding Discounters YTD w/e 30.10.2021- data excludes Private Label and skus <6% WTD DIST YTD). The brand has already generated nearly £18m in sales (Nielsen MAT data to 1.1.22) and Mondelez claims that it is proving to be incremental to the category.
Nancy Galvin, brand manager for Cadbury at Mondelēz International says: “Cadbury Caramilk was our biggest launch of last year and our best ever confectionery launch, so we are incredibly excited to bring its iconic taste to this proven consumer favourite format. We are confident that Cadbury Caramilk Buttons will help the brand to reach even more shoppers and help retailers drive incremental confectionery sales this year”.
The launch will be backed by PR and in-store support. Retailers should range the new sharing bags in designated confectionery fixtures alongside existing sharing bags to maximise both planned and impulse sales, advises the firm.