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Cadbury's extends Darkmilk into impulse territory

John Wood ·

Cadbury’s is extending its Darkmilk range with two new additions and price-marked packs (PMPs) aimed at the impulse sector.

Following the tablet launch in 2018, Cadbury Darkmilk Original and Cadbury Darkmilk Almond will now be joined by a 35g bar from 1 January, for those looking for a treat when on-the-go or during the afternoon snack occasion. To help retailers drive sales further, the singles will be available in a PMP format.

January will also see the launch of Salted Caramel, an 85g tablet with salted caramel chip inclusions.

The total brand will be supported by £6m investment with ongoing in-store activation, sampling, PR and digital activity, and the brand will hit screens for the first time in May 2019.

Kate Wall, marketing manager for Cadbury at Mondelez, said: “In testing, Cadbury Darkmilk achieved our best ever results for both taste and concept, and these were indicative of the full market as the tablets launch has achieved our aim in driving incremental sales to the category.

“The singles addition, in both standard and PMP formats, will help independent retailers drive impulse sales. Research shows that the perception of improved value, speed of sales, convenience and heightened customer trust make stocking PMPs a great option, with a fifth of shoppers going so far as to say they would choose a particular convenience store if they knew it stocked PMPs. To make the most of the opportunity, retailers should make sure they’re stocked up at launch and ahead of our first TV campaign in May.”

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