Cadbury gives choc range some crunch

Cadbury has launched two new countlines, Cadbury Dairy Milk LU and Cadbury Dairy Milk Ritz.

Mondelēz International confirmed these latest innovations will be Cadbury’s biggest launch of 2014 and will bring two new flavour combinations to the category. The 35g bars brings together LU sweet biscuits and Ritz savoury crackers with Cadbury Dairy Milk milk chocolate to bring moments of joy to the afternoon dip.

The launch will be supported with a £7.5m marketing investment, including PR, digital and sampling activity.

The two product launches come on the back of significant success for the brand, which hit a value of £500m at the end of last year, driven by innovation and core product lines.

Matthew Williams, Marketing Director at Mondelēz International, said: “Cadbury Dairy Milk LU and Cadbury Dairy Milk Ritz are set to revolutionise the afternoon snacking occasion. We’ve listened to what our chocolate fans want and have developed a chocolate bar that is both new and quirky, each bar sandwiches four chunks of creamy Cadbury Dairy Milk chocolate between mini LU biscuits or Ritz crackers to give a tasty break from the working day.”

Cadbury Dairy Milk LU and Cadbury Dairy Milk Ritz will be available as 35g countlines priced at 58p rrrp, with an initial PMP at 50p rrp at launch. Multipacks of three, priced at £1.49 rrp, with an initial PMP at £1 rrp at launch are also available.

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