Cadbury popcorn is choc full of sales
This summer, Kraft Foods is introducing Cadbury Popcorn. This latest addition to the Cadbury branded sharing bag portfolio will feature toffee popcorn generously coated in Cadbury milk chocolate. As with other sharing bags in the brand’s portfolio, the packet will be re-closable, and the design will feature a Cadbury purple header swoosh as well as an explosion of colour with the product at the centre, and the words ‘choc full of… popcorn’.
The chocolate bags category is already worth £324m and is growing at 5.7% YOY. Bitesize products currently account for 9.5% of standard confectionery sales. Cadbury Bitsa Wispa, launched in March 2012, has been hugely successful and enjoyed sales of £4.2m in its first six weeks in market. The success of this new launch is largely thanks to the trend for ‘Big Nights In’, and the way these formats offer consumers a new way of sharing their favourite Cadbury branded chocolate with friends and family.
This new addition brings something different to the sharing range which already includes Cadbury Dairy Milk (CDM) Giant Buttons, Twirl Bites and CDM Caramel Nibbles, and is the perfect treat to be enjoyed by families while relaxing at home. With the trend for ‘Big Nights In’ there is a huge opportunity for the growth of family-friendly bitesize snacking products, which Kraft Foods is helping retailers to optimise.
Sally Barton, brand manager for Bitesize at Kraft Foods, comments, “Chocolate sharing bags are currently delivering considerable growth for the overall chocolate sector, with the Kraft Foods portfolio fuelling this upward trend. We constantly take steps to keep up-to-date with consumer tastes and ensure our sharing portfolio remains as relevant as possible. This is why with our latest sharing innovation we are taking increasingly popular popcorn, and adding Cadbury chocolate to create a delicious combination.”
Kraft Foods will be supporting the launch with a heavyweight marketing investment which will include POS such as pre-filled units, sampling, and outdoor advertising. It is recommended that retailers should merchandise the new launch with the Cadbury chocolate sharing bags range and consider secondary siting as part of a ‘Big Night In’ fixture, to drive incremental sales.
