Following the successful launch of Cadbury Dairy Milk (CDM) Bubbly earlier this year, Kraft Foods is launching a self-eat 90g bar with a rrp of 59p.
According to Nielsen data, CDM Bubbly is already worth £10.1m. It is particularly popular with women, who account for 74% of purchasers.
The launch of CDM Bubbly Mini is being supported by a £1.5m marketing campaign which includes social media, TV advertising and point-of-sale material.
At the same time, Kraft is adding a savoury twist to its sharing bag offering with the launch of Cadbury Pretzels. They come in 110g bags with a rrp of £2.03. Again, the launch will be supported by a heavyweight marketing investment including point-of-sale material, sampling and outdoor advertising.
Retailers are advised to site Cadbury Pretzels with other Cadbury chocolate sharing bags and consider secondary siting as part of a ’Big Night In’ fixture, to drive incremental sales.
Sally Barton, brand manager for bitesize at Kraft Foods, said: "Following positive initial consumer research and the fantastic starter sales of recently launched Cadbury Popcorn, we are confident that Cadbury Pretzels will receive an equally warm reception from consumers."
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www.cadbury.co.uk
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