Retailers can tempt shoppers to the confectionery fixture with a new luxury small tablet from Cadbury.
Cadbury Dairy Milk Medley combines a soft chocolate centre covered in Dairy Milk chocolate and a variety of toppings.
The 93g bars come in two flavours: the first is topped with dark chocolate chips, biscuit and fudge pieces, and the second with dark chocolate chips, caramelised hazelnuts and raspberry pieces.
Launching from February 8, both will have an RRP of £1.49, with a permanent £1 price-marked pack also available.
The products will be aimed at chocolate fans looking to indulge in the evening, particularly 25-44 year old women, and it will benefit from a £3m marketing campaign from April, including TV, sampling, outdoor, digital, PR and in-store activity.
Susan Nash, trade communications manager at Mondelez International, said: “We believe it will bring incremental sales to the confectionery category. Consumers want to try new, different tastes.”
She recommended retailers initially stock the launch in high-traffic areas, if possible, before moving it to the chocolate tablet fixture. “Secondary site it and use the PoS to support it,” she added.
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