Cadbury Dairy Milk has launched Cadbury Dairy Milk Medley – a multiple taste experience that aims to drive new growth in small tablets.
Cadbury Dairy Milk Medley combines visible “onclusions” and a soft chocolate centre, wrapped in Cadbury Dairy Milk Chocolate.
Inspired by the end of the day when there’s time for relaxation and pleasure, the product will be available in two 93g tablets – the first with dark chocolate chips, biscuit and fudge pieces, and the second with dark chocolate chips, caramelised hazelnuts and raspberry pieces.
By unlocking the evening treat occasion, the launch aims to boost incremental growth in small tablets, particularly among 25-44 year old women looking for something special for an evening treat.
Cadbury Dairy Milk Medley will be supported by a £3m marketing campaign in 2016, including TV, sampling, outdoor, digital, PR and in-store activity.
Matthew Williams, marketing director for chocolate at Mondelēz International, said: “The small tablets segment is driven by exciting NPD, and this is the latest in a number of hugely successful innovations by Cadbury over the last few years.
“With Cadbury Dairy Milk Medley, we have a product that will be effective in bringing in new shoppers as well as delighting loyal Cadbury Dairy Milk consumers. Our target shoppers are adventurous with their chocolate choices and especially like trying new products and new taste experiences, with a preference for creamy textures – and this really delivers on the need for a smooth centre with exciting, quality onclusions.”