October 3, 2012, 3:19 pm

Kraft Foods is launching the first new Cadbury countline brand since the nineties.

Cadbury Crispello is an everyday treat of three wafer shells, filled with creamy centre and covered in a layer of Cadbury milk chocolate.

This new individually-portioned countline, available for retailers to order from 8th October, allows shoppers to eat one Crispello piece at a time, or save the rest for later with resealing the packaging.

The chocolate category is worth a massive £3.3bn, with £800m of this accounted for by chocolate singles.

Cadbury Crispello is an everyday treat of three wafer shells

Kraft Foods anticipates that Cadbury Crispello will help to drive female sales in the singles market, and help turnaround the recent -6.6% MAT value decline, which has been driven by female penetration and frequency losses.

Toby Smart, Brand Manager at Kraft Foods, said:

“We are excited to be launching this new brand – the first new Cadbury countline brand since the nineties.

“Crispello is a lighter way to enjoy the nation’s favourite chocolate taste.

“Cadbury Crispello joins the recently launched Cadbury Dairy Milk Bubbly Mini in helping to drive singles sales for retailers.

“We anticipate a great reception with consumers and would encourage retailers to utilise the available point of sale merchandise.

“This will be particularly effective, capitalising on the high awareness expected from the large marketing investment supporting the launch.”

The launch of Cadbury Crispello is being supported with a £7m marketing campaign.

In 2012 this focuses on women’s press, outdoor advertising and point of sale (POS).

In store, Cadbury Crispello branded POS is available to retailers in a variety of formats with the tagline ‘A little treat for you” and also highlighting that the countline is new.


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