Cadbury has announced it is rolling out its limited-edition Orange Twirl bar.

Available in 43g bars, RRP 65p, in cases of 48, the launch taps into the growing flavoured single confectionery segment, which represents 24% of singles confectionery sales. Retailers can drive sales with new PoS.

Radhika Pai, Cadbury Twirl brand manager at Mondelez International, said: “The trade response to the first-ever Twirl flavour has been overwhelmingly positive, and we are confident that consumers will love it, too.”

The flavour has already launched in Australia and New Zealand, which has led to 52% of shoppers buying into the new flavour alone.

However, regional wholesalers are still claiming that the launch has been delayed to them. A product notice in a Hancocks depot announced that it will be delayed until October.

Retailers can get more product and category advice from the Mondelez’s trade website: Delicious Display