Cadbury Dairy Milk is taking an extra bite of the mid-morning snacks category by launching Cadbury Dairy Milk Oat Crunch.

Available in 30g countlines, RRP 58p and three-pack multipacks, RRP £1.49, the launch is supported by a £4.5m marketing campaign including TV and out-of-home advertising and digital activity.

Matthew Williams, marketing director at Mondelez International, said: “We are constantly innovating and identifying opportunities to drive category growth.”

Retailer Jatinder Sahota tweeted a photo of the new PoS display in his store today.

Are you planning to stock the new Dairy Milk Oat Crunch? Let us know.