Cadbury Crunchums are a new ’moreish’ snack of crispy cereal bites, coated in Cadbury chocolate. Brand owner Mondelez describes them as "a similar breed of quirky snacks" as its Cadbury Popcorn and Pretzels. They come in 105g bags with a rrp of £2.03.

The launch of Crunchems will be supported by a £1.3m investment in 2013, including outdoor advertising, sampling, PR, social media, digital campaigns and in-store activity.

According to Nielsen data, Mondelez is performing very strongly in the chocolate bags category, which is now worth £378.4m and is growing at a rate of 16.5% year-on-year.

Cadbury brands hold a 26.7% share of the category (Nielsen).

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