CADBURY BUBBLY LAUNCHED IN NEW MINT FLAVOUR

September 20th, 2012

Following the launch of Cadbury Dairy Milk Bubbly and the recent launch of Cadbury Dairy Milk Bubbly Mini, the new bar with a thin layer of mint creme on top of aerated bubbly milk-chocolate, is available for retailers to order from 17 September.

Made with the same bubble moulds as its counterparts, Cadbury Dairy Milk Bubbly Mint allows consumers to enjoy the taste of melting bubbles of Cadbury Dairy Milk milk chocolate, complimented with a mint creme.

The creme layer provides a point of difference for the new product.

Whilst Kraft Foods tablet share is up by 3.2% driven by Cadbury Dairy Milk Bubbly, this new variant aims to further drive growth in aerated tablets and attract lapsed female shoppers back to the tablet category.

Kraft Foods is confident that Cadbury Dairy Milk Bubbly Mint will drive incremental sales for the brand, which boasts the biggest tablet launch in the last five years.

Cadbury Dairy Milk senior brand manager at Kraft Foods, Benazir Barlet-Batada, said:

“We are proud to consistently offer retailers exciting solutions to consumer demand and feel that Cadbury Dairy Milk Bubbly Mint will prove an incredibly popular and competitive product for retailers to offer their shoppers.

“This fun new variant stays true to the Cadbury Dairy Milk values of high quality and a wonderful taste experience.

“The consumer response to both the Cadbury Dairy Milk Bubbly tablet and Cadbury Dairy Milk Bubbly Mini single has been overwhelmingly positive and we see this new SKU as a further opportunity to help retailers boost incremental sales, particularly amongst female shoppers.”

The launch of new Cadbury Dairy Milk Bubbly Mint is being supported as part of the overall brand activity, with a £2m marketing campaign, using social media, TV advertising, experiential marketing and point of sale (POS) merchandising to boost awareness.

In-store, Cadbury Dairy Milk Bubbly Mint branded POS is available to retailers in a variety of formats highlighting that the product is new to market.