Kraft Foods has taken the Cadbury chocolate brand in a new direction, by combining it with cheese for the first time.
The company is bringing together two of its brands and launching Philadelphia with Cadbury, a chilled chocolate spread made from Philadelphia Light and Cadbury chocolate.
Kraft believes the new product has the potential to do very well and is targeting £10m in sales in the first year.
The new cheese and chocolate spread is being launched on 1 February and will be appear in the chilled dairy aisle next to plain Philadelphia Light.
It is launching in a 160g tub and a 120g four-pack of mini tubs, both with an rsp of £1.62.
Kraft is supporting the launch with a £3.2m marketing budget in 2012 and is targeting 2,000 tonnes in volume sales – equivalent to about £10m – in the first year.
If they reached this volume of sales, the new Philadelphia with Cadbury would have the same market value as Garlic & Herb, currently the biggest-selling flavour in the Philadelphia portfolio.
Kraft already offers chocolate variants of Philadelphia in Italy and Germany, using Milka chocolate and targeting the breakfast occasion.
In Germany, Philadelphia with Milka has generated €22.2m in sales since its October 2010 launch and has a 6.6% value share of the chocolate spread market.
Kraft Foods UK marketing manager Bruce Newman said:
“The UK product would be positioned as a snack.
“The breakfast market in countries such as Germany is more developed, and our consumer research firmly identified Philadelphia with Cadbury as a snack.”