Cadbury Darkmilk Giant Buttons launched by Mondelez
The launches will be supported by two bursts of advertising across April and October this year
Mondelez International has launched Cadbury Darkmilk Giant Buttons, with an RRP of £1.99.
The giant buttons are available to convenience retailers from March, both as a price-marked and non-price-marked packs.
Also joining Cadbury Darkmilk Giant Buttons is new block flavour Crunchy Cocoa Pieces, which is available in February with an RRP of £1.50.
The Darkmilk brand is worth £13.3m, with 18% of sales of Darkmilk incremental to the block chocolate category.
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The launches will be supported by TV, out of home advertising, and a social media influencer campaign. In-store support is also available to retailers.
Pipps Rodgers, brand manager for Cadbury Darkmilk said: “Dark chocolate accounts for 6% of total chocolate sales, and sales are growing at 16% – which is 6% ahead of milk chocolate.
“We know that shoppers respond to innovation in this category, and that’s what we’re introducing with these two new launches.”
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