Available now, Cadbury Crunchy Melts is a pack of six chocolate chip cookies with soft melting centres. Should consumers choose to, the cookies can be heated up in a microwave oven. The new cookies come in 156g multipacks (RSP £1.89) in three variants: Chocolate Centre, Double Indulgence and Soft Cookie Centre. A £1.29 PMP is also available on the Chocolate Centre variant. There are 12 packs per outer.
The launch aims to grow penetration of the special treat segment, driving incremental sales for the Biscuits category.
The launch is supported by in-store activity and a brand-new TV campaign for Cadbury Biscuits.
Chiara Missio, Marketing Manager for Cadbury Biscuits, commented: “Sales of traditional Everyday Biscuits have been declining as shoppers seek more premium experiences in the treat segment. We believe that this launch will be a hit with those consumers trading up by offering a premium and fun sweet treat that stimulates the senses from the nation’s favourite chocolate brand.”