Cadbury Trebor Bassett is extending its Cadbury Dairy Milk range with a wafer and chocolate bar following market research identifying the need for a product targeting younger consumers.

Cadbury Dairy Milk Wafer will be available from September 6 and should be positioned alongside other Dairy Milk countlines. A variety of pos material will be available to retailers.

To appeal to the impulsive nature of consumers, Wafer should also be sited next to coffee and hot drinks.

Mike Tipping, head of customer relations at CTB, said: “We feel that the Cadbury Dairy Milk megabrand range meets the needs of consumers, and are certain that this latest addition will increase awareness, drive, frequency of purchase and increase profits for all customers.”

Since the Dairy Milk relaunch the ‘megabrand’ has seen sales increase by 23 per cent.

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