Another of Cadbury’s favourite family brands is heading for the chocolate bags category, with the launch of Cadbury Fudge Minis.
Available now, the new variant offers consumers the Cadbury Fudge brand in delicious, permissible bitesize pieces. This launch aims to drive incremental sales for the family sharing occasion, particularly amongst young families.
Cadbury Fudge is the third largest brand within Mondelez International’s kids portfolio, and it will now follow the likes of Cadbury Dairy Milk Buttons which have also been extended into the bitesize category. Mondelez International has also had great success launching another family brand into the bitesize category with Cadbury Dairy Milk Mixed Buttons, which has already delivered £4m RSV since launch in February 2016.
Melissa Stuart, Brand Manager for Cadbury Bitesize, said: “Research has shown us that family time is precious to mums and they are looking for ways to get the family together. The Cadbury Fudge brand is loved by families and now mums can share this bar in a delicious new format when the family comes together, whether on a day trip or having a night in.
“The chocolate bags category is contributing to 39% of the total chocolate growth  and Mondelez International is driving category growth through innovation so we hope by introducing another well-loved brand into this category, retailers will be able to drive sales further.”
Cadbury Fudge Minis will be available in 120g bags priced at £1.99 (RRP).
 Nielsen, total coverage, MAT value sales to WE09.07.16
 Nielsen, total coverage, MAT value sales to WE11.06.16
 Nielsen, Total Coverage, MAT value sales to w/e 09.07.16