Mondelez International is tapping into the popularity of caramel flavours with the launch of a Cadbury Dairy Milk Salted Caramel range.

The range is available from 27 March in tablet, Nibbles and Cadbury Fingers formats. It comes in the wake of the successful launch of Cadbury Wispa Gold Salted Caramel last year.

Dairy Milk Salted Caramel tablets (120g) have an RRP of £1.49, while Salted Caramel Nibbles (120g) and Fingers (114g) have respective RRPs of £1.50 and £1.85.

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A Salted Caramel Nibbles £1.20 price-marked pack will also be available.

Caramel is currently the most popular flavour addition in standard chocolate, while salted caramel is the fourth-most popular chocolate NPD flavour.

Products containing salted caramel have seen 17% growth in the past two years, helping to deliver £36m in retail sales.

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Christina Bland, brand manager for Cadbury at Mondelez, said: “Salted Caramel is incredibly popular with shoppers, and as a flavour is second only to orange in terms of growth over the last two years.

“We’re delighted to bring this popular flavour to the iconic Cadbury Caramel brand to create a salty-sweet combination that is sure to appeal to chocolate shoppers. The three product innovations in the range are ideal for consumers looking for sweet products for big nights in, which are a continually growing opportunity at a time when people are looking to be careful with money but still wanting to enjoy a treat.”

The supplier will support the range’s launch with social media, digital maketing, and in-store support including PoS available from its Snack Display site.

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