Cadbury Dairy Milk is adding marshmallows to its Marvellous range with the launch of a new flavour, Rocky Mallow Road.
Available from August 3, the new addition features a combination of pink marshmallows, strawberry jellies and shortcake biscuit pieces in a 180g tablet and 47g countline. The new variant will join Jelly Popping Candy in the range and aims to bring more fun to the category while driving further incremental growth.
As an additional feature, both tablet variants will be Smashables bars, which will allow consumers to flip the bar over, smash it and share the chunky chocolate pieces with friends and family.
The Cadbury Dairy Milk Marvellous range will be supported by a £3m marketing investment this year, including TV, outdoor, PR and digital activity.
Matthew Williams, marketing director at Mondelēz International, said: “As a brand we love creating joyful moments for consumers and thrive on pushing the boundaries of innovation.
“The new products are a continuation of the Marvellous journey – we’re introducing marshmallows into a countline for the first time and we’re also excited to bring smashingly good fun to households across the UK with our new tablet format.
“We hope to bring even more customers to the brand through new flavours and formats, and believe they will provide a great opportunity for retailers to drive impulse sales across the range.”
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