Cadbury’s latest offering of dark milk chocolate blocks and bars looks set to make a splash in P&C this winter as an “entirely new chocolate segment”.
The dark milk range was launched in response to analysis that people aged 35+ were looking for a “midway” chocolate that could combine the attributes of milk and dark chocolate.
The new range represents a midway point between Cadbury’s everyday ranges like Dairy Milk and Old Gold, and the Mass Premium offer at the upper end of the scale.
The 160g blocks and 35g bars come in four flavours; Perfectly Blended, Roasted and Caremelised Hazelnuts, Sweet Zingy Raspberry, and Crunchy Salted Caramel.
Marketing for the new range includes a $10 million spend, including TV, digital, sponsorship and in-store activation running through May to July.
Dark Milk will offset the Cadbury Marvellous Creations range with 50-50 priority, and come with a range of modular displays than can be scaled larger or smaller.