Cadbury Trebor Bassett has launched Cadbury Flake Dark, backed by a pound;3.8m marketing spend across Coronation Street sponsorship, sampling and PR.
According to Cadbury, dark chocolate is a prime area in the confectionery market with rising sales of 13% growth year on year.
The new variant combines the crumbly flaky texture with dark chocolate and is targeted at 18-39 year-old-women, looking for an indulgent chocolate.
Mike Tipping, head of customer relations of Cadbury Trebor Bassett, said: “This is an exceptional indulgent product which will increase the consumer penetration of this much loved brand. The opportunity for retailers to increase their stock turn and basket spend will be significant.”
The launch will be supported in store with POS including shelf-ready packaging and counter and floor displays.
Cadbury Flake Dark will have an RRP of 46p and outers will be packed in 48s.
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