As sharing occasions continue to rise, Cadbury is adding another offering to the mix with the launch of Twirl Bites.

The 165g bag of bite-sized Twirl chunks is available in outers of 10. Cadbury is supporting the product with a £2.8m investment, including TV, outdoor and in-store pos.

Cat Norman, brand manager for Twirl says: "The new Cadbury Twirl Bites sharing bag has been designed to address consumer demand for sharing products. With the Twirl brand in 12% growth and the chocolate single number one on the market, we are confident we can repeat this success with this brand new format."

The bite-size category is now worth £301m, accounting for 6.6% of confectionery sales.

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