Cadbury Crunchy Melts Soft Cookie 156 g

Mondelez international’s chocobakery unwraps second Cadbury biscuits NPD

August 23, 2017, 2:01 pm
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Mondelez International is unveiling its second Cadbury biscuit launch – Cadbury Crunchy Melts – which will bring a delicious and multi-textural sensation to the market.

Cadbury Crunchy Melts Soft Cookie 156 g
Cadbury Crunchy Melts Soft Cookie 156 g

Available from this month, new Cadbury Crunchy Melts are crunchy chocolate chip cookies with a soft melting centre – the ideal rewarding treat or sign off to a meal. For those seeking a little more luxury, the cookies can be heated up in the microwave by following the instructions on pack.

The new cookies come in 156g multipacks in three variants – Chocolate Centre, Double Indulgence and Soft Cookie Centre. A £1.29 PMP[1] is also available on the Chocolate Centre variant.

The launch aims to grow penetration of the special treat segment which will in turn, drive incremental sales for the biscuits category.

Cadbury Crunchy Melts will benefit from a brand new TV campaign for Cadbury Biscuits and be supported through in-store activity.

Chiara Missio, Marketing Manager for Cadbury Biscuits, comments: “Our vision for Cadbury Biscuits is to bring more moments of joy for biscuit lovers across Britain. Cadbury Roundie was our first step towards this and has already delivered[2] £2.1m after just 10 weeks in market.

Cadbury Crunchy Melts Double Indulgence 156 g
Cadbury Crunchy Melts Double Indulgence 156 g

“Sales of traditional Everyday Biscuits have been declining as shoppers seek more premium experiences in the treat segment[3]. We believe that this launch will be a hit with those consumers trading up by offering a premium and fun sweet treat that stimulates the senses from the nation’s favourite chocolate brand[4].

 

Cadbury Crunchy Melts: Single Chocolate Centre, Double Indulgence, Soft Cookie Centre, 156g multipack, containing 6 cookies.

RRP*: £1.89. A £1.29 PMP is also available on the Chocolate Centre variant.

 

 

[1] Prices are recommended only. Retailers are free to set their own prices.
[2] Nielsen MAT to w/e 15.07.17
[3] Kantar MAT 18.06.2017
[4] Nielsen MAT to w/e 17.06.17
* Prices are recommended only. Retailers are free to set their own prices.
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