Cadbury Dairy Milk is launching the first ever tablet containing a soft centred flavoured filling - Cadbury Dairy Milk Puddles.
The new launch is available from 7th April and features a mould made up of rippled puddle shapes filled with a flowing hazelnut or mint flavoured filling.
Matthew Williams, marketing director at Mondelēz International, said: “The young people of today live in a tough world so enjoying the lighter side of life is important, and chocolate is ideal for making these moments even more enjoyable. The shape of the new tablet will reignite memories of childhood fun and carefree moments of jumping in puddles and will bring a light-hearted feeling to the category.
“This new innovation breaks all category conventions. With purchase intent scores as high as Marvellous Creation variants, we believe it’s going to be a big hit for retailers and customers alike!”
The launch will be supported by a £4m marketing campaign in May, including TV, PR, out of home and digital activity.
Cadbury Dairy Milk Puddles will be available as a 90g tablet in outers of 18 with an RRP of £1.49, and will be available as a £1 price-marked pack.