Mondelēz International’s owned company Cadbury is extending Darkmilk range with new pack size and flavour.
Image: Cadbury expands Darkmilk range with new pack size and flavour. Photo: courtesy of adamr at FreeDigitalPhotos.net.
The Darkmilk, which was launched earlier this year, combines both dark and milk chocolate flavors.
After the 85g tablet launch, Cadbury Darkmilk Original and Cadbury Darkmilk Almond will now be available in a 35g bar from 1 January 2019.
The confectionery business of the company is expected to add a salted caramel flavor Darkmilk variant with rich cocoa and salted caramel chips which will be sold as 85g tablet.
The Darkmilk bars contain 40% cocoa and is aimed at consumers who feel milk chocolate a little too sweet and dark chocolate too bitter. The Darkmilk bars are available in original and roasted almond flavors in the UK, says the company.
Mondelēz cadbury marketing manager Kate Wall said: “In testing, Cadbury Darkmilk achieved our best ever results for both taste and concept, and these were indicative of the full market as the tablets’ launch has achieved our aim in driving incremental sales to the category. The singles addition, in both standard and PMP (price-marked packs) formats, will help independent retailers drive impulse sales.”
The Darkmilk brand is expected to be supported by a £6m investment for current in-store activation, sampling, PR and digital activity, and is expected to be broadcasted on TV screens in May 2019.
Wall added: “Research shows that the perception of improved value, speed of sales, convenience and heightened customer trust make stocking PMPs a great option, with a fifth of shoppers going so far as to say they would choose a particular convenience store if they knew it stocked PMPs. To make the most of the opportunity, retailers should make sure they’re stocked up at launch and ahead of our first TV campaign in May.”