Mikado debuts dark chocolate biscuit
Mondelēz International’s biscuit brand Mikado has introduced a new flavour to the UK market with the launch of Mikado Dark Intense.
The new product combines the Mikado biscuit with melted cocoa, layered with 70% dark chocolate and sprinkled with a hint of salt. Each 70g product has an RRP of £1.45.
The launch aims to drive penetration and recruit new shoppers to the brand and category. Research during product development saw 89% of consumers claiming that they wanted to try this recipe and it was within the top 40 for purchase intent.
Katie Dade, Mikado brand manager, says, “Mikado has flourished since we launched it in the UK in 2009 and is now worth £7.3m.
“Mikado is a versatile snack that is ideal for on the go, and this latest product will help bring a delectable moment during the afternoon slump.
“Premium and dark chocolate are the fastest growing segments in chocolate, and coupled with positive consumer testing and marketing support throughout 2018, we believe this launch will help retailers drive incremental biscuit sales.”
