ccess for Cadbury Dairy Milk Marvellous Creations, the brand is more crazy concoctions to the category this spring, with the launch of Banana Caramel Crisp, and Marvellous Mix Ups – its first product in the bitesize segment.The new addition to the Cadbury Dairy Milk Marvellous Creations family is Banana Caramel Crisp, featuring an amalgamation of banana candy, caramel cubes and crispy pieces in a 200g tablet and 47g countline.
The new variant aims to drive further incremental growth and attract new customers to the category, building on the success of the existing range.
And in the latest cross-category innovation for Cadbury Dairy Milk, Marvellous Mix Ups bags bring together combinations of family favourites in two variants – Oreo, featuring the world’s number one biscuit in miniature, and Maynard’s, featuring the UK’s number three candy brand, both combined with Cadbury Buttons.
The launches follow success for the Cadbury Dairy Milk Marvellous Creations range, now worth £49.7m and generating 49 per cent incremental sales in the category.
When launched last year, the brand achieved £20 million in its first 12 weeks, making it the biggest chocolate launch in the last three years in Nielsen, and has recruited 1.5 million new shoppers into the category .
Cadbury Dairy Milk Marvellous Creations will be supported by a £4.5m marketing investment this year, including TV, outdoor, PR, digital, sampling and in-store activation.
Matthew Williams, marketing director at Mondelēz International, said:
“We’re continuing to invest in the category and bring innovation to consumers and retailers with Cadbury Dairy Milk Marvellous Creations, and hope to bring even more customers to the brand through new flavours and formats like Banana Caramel Crisp and Marvellous Mix Ups.
“Our consumer testing showed very strong results both pre and post trial among people who would not normally buy Cadbury Dairy Milk.
“We’re hugely excited about launching these new products into the category.
“We believe we’ve got a unique concept in the market – there’s nothing else like it in the chocolate aisle – and that’s why customers have been inspired by our offer.
‘These new products are a great opportunity for retailers to get shoppers excited about the category and drive impulse sales across the range.”
