Cadbury Fudge enters bitesize market

Mondelēz International owned Cadbury Fudge is entering the chocolate bags category with the launch of Cadbury Fudge Minis.

Available now, the new variant offers consumers the Cadbury Fudge brand in bitesize pieces. The launch aims to drive incremental sales for the family sharing occasion, particularly among young families, Mondelēz explains.

Cadbury Fudge follows the likes of Cadbury Dairy Milk Buttons which has also been expanded into the bitesize category.

Melissa Stuart, brand manager for Cadbury Bitesize, says, “The chocolate bags category is contributing to 39% of the total chocolate growth and Mondelēz International is driving category growth through innovation so we hope by introducing another well-loved brand into this category, retailers will be able to drive sales further.”

Cadbury Fudge Minis will be available in 120g bags priced at an RRP of £1.99.