Mondelēz launches Cadbury Crunchy Melts
Mondelēz International has launched Cadbury Crunchy Melts – crunchy chocolate chip cookies with a soft melting centre – to the UK market.
Available in 156g multipacks in three variants – chocolate centre, double indulgence and soft cookie centre, the chocolate chip cookies can be heated up in the microwave. A £1.29 PMP is also available for the chocolate centre variant.
The launch, Mondelēz says, aims to grow penetration of the special treat segment which will in turn, drive incremental sales for the biscuits category.
Chiara Missio, marketing manager for Cadbury Biscuits, says, “Our vision for Cadbury Biscuits is to bring more moments of joy for biscuit lovers across Britain. Cadbury Roundie was our first step towards this and has already delivered £2.1m after just ten weeks in market.
“Sales of traditional everyday biscuits have been declining as shoppers seek more premium experiences in the treat segment. We believe that this launch will be a hit with those consumers trading up by offering a premium and fun sweet treat that stimulates the senses from the nation’s favourite chocolate brand.”
The new product will be promoted by a TV campaign and in-store activity.
