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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