Cadbury Popcorn will feature the strap line Choc full of...Popcorn and will be supported with a marketing campaign, in-store sampling, POS activity and outdoor advertising.
The new product will expand alongside other brands in Cadbury's growing chocolate bags segment that include Twirl Bites and Cadbury Dairy Milk Caramel Nibbles.
Cadbury said that the new product is likely to capitalize on the emerging trend of consumers. The launch marks the brand's second attempt to the popcorn category.
Kraft Foods Bitesize brand manager Sally Barton said that entering the sub category for the second time is driven by chocolate bags, delivering substantial growth for chocolate sector.
The new Cadbury Popcorn will be sold in resealable 130g bags of toffee popcorn coated in milk chocolate and will be priced at £2.03.
"We constantly take steps to keep up-to-date with consumer tastes and ensure our sharing portfolio remains as relevant as possible," Barton said.
In March, the company launched Cadbury Bitsa Wispa. In 2008, Cadbury Schweppes (Cadbury) sold the Butterkist popcorn brand to UK company Tangerine Confectionery as part of its plan to sell all of its non-core brands.
