Cadbury is building on the success of its Darkmilk brand, already worth £13.m since debuting last year, with two new product launches.
First to market in February is Cadbury Darkmilk with Crunchy Cocoa Pieces. The new bar combines Cadbury Darkmilk with crunchy cocoa nibs for added texture and an intense cocoa hit. It is available in cases of 18 x 85g tablets (RSP £1.50).
Hitting shelves in March is Cadbury Darkmilk Giant Buttons. Aimed at ‘Big Night In’ consumers, it will be available in cases of 10 x 105g sharing bags with an RSP of £1.99.
The launches will be supported by two bursts of advertising across April and October 2020. The campaign will include PR, TV and out-of-home advertising, as well as instore support for retailers. There will also be sampling activity and a social media influencer campaign.
Pippa Rodgers, Brand Manager for Cadbury Darkmilk, said: “Dark chocolate accounts for 6% of total chocolate sales, and sales are growing at 16% – which is 6% ahead of milk chocolate. We know that shoppers respond to more innovation in the category, and that’s what we’re introducing with these two new launches.”