Kraft Foods is adding a savoury twist to its sharing bag offering, combining pretzels with Cadbury milk chocolate.
The new addition, available to order from 13 August, aims to help champion snacking products for the whole family and fulfil a growing consumer demand for bitesize and sharing offerings.
Following a market growth of 14% for pretzels and the launch of Cadbury Popcorn in May this year, Kraft Foods is hoping to help retailers to capitalise on the booming bitesize market.
With a variety of launches in recent months, Kraft Foods has grown their snacking category at 76% YoY, currently seeing over £100m in sales.
The addition of Cadbury Pretzels aims to bring something different to the sharing range which already comprises Cadbury Dairy Milk (CDM) Giant Buttons, Cadbury Clusters, Cadbury Raisins, Cadbury Peanuts, CDM Caramel Nibbles and Cadbury Crunchie Rocks, and has seen the addition of Bitsa Wispa and Cadbury Popcorn already this year.
As with other sharing bags in the brand‟s portfolio, the Cadbury Pretzels packet will be re-closable.
The chocolate bags category is already worth £324m and is growing at 5.7% YOY .
Bitesize products currently account for 9.5% of standard confectionery sales .
The success of the sharing bag category is largely thanks to the trend for “Big Nights In‟ and the way these formats offer consumers a new way of sharing with friends and family.
Sally Barton, Brand Manager for Bitesize at Kraft Foods, said:
“With the trend for „Big Nights In‟ there is a huge opportunity for the growth of family-friendly bitesize snacking products, which Kraft Foods is helping retailers to optimise.
“We are constantly innovating to update our sharing portfolio and hope to widen retailers customer bases with this quirky new product.
“Following positive initial consumer research and the fantastic starter sales of Cadbury Popcorn we are confident that Cadbury Pretzels should receive an equally warm reception from consumers.”
Kraft Foods will be supporting the launch with a marketing investment which will include POS such as pre-filled units, sampling, and outdoor advertising.