Cadbury’s ‘Dark Milk’ chocolate a new segment

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.

5 thoughts on “Cadbury’s ‘Dark Milk’ chocolate a new segment”

  1. Sorry guys a big fail…..lacks chocolate taste…why change your Strenghths, I’ve loved your milk chocolate for 50 years….

  2. I think this is an excellent idea to offer the small bar in the dark chocolate as it is a great healthier alternative for people that love chocolate but are trying to eat healthy, thank you.

  3. Michael Matthews

    Michael I think the new dark milk is ok it has a good taste , but needs to have a bit more weight in there block at $5.00 for 160g I think its a bit rich far too expensive and at this price I will not buy it again until they lower the price since I pay $2,49 for 200g block of OLD GOLD old Jamaica rum ‘n’ Raisin . so up your game Cadbury think of the people that are buying the stuff you produce . cheers.

  4. Hey Cadbury you need to start making some dark chocolate sultanas they would be a big hit in a 200g bag say at $4.00 in the shops I would buy them , you bet. I have a lot of ideas for you $$$$$$$$$$$$$$$$$$$$$$.

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