Bubbly chocolate

Kraft Foods has brought out a new chocolate bar from Cadbury Dairy Milk, bursting with bubbles. Cadbury Dairy Milk (CDM) Bubbly is a large tablet made with aerated CDM chocolate, but in a new mould made out of bubbles.

The launch from Cadbury Dairy Milk will be supported by a £6m marketing campaign featuring TV, cinema, outdoor, In-store, digital and PR. To offer variety and value for money for consumers, CDM Bubbly is also available in white chocolate with a milk chocolate coating and a £1 price-marked pack.

Matthew Williams, marketing activation director at Kraft Foods, comments: “Research shows that consumers see block chocolate as very safe and traditional, but this also means that some can see it as a bit functional. The launch of CDM Bubbly aims to inject excitement into the category by introducing a new way to eat tablet chocolate.”

In a first for the brand, CDM Bubbly will be available to retailers in a shelf-ready outer with a unique built-in pusher. The new cardboard & elastic technology ensures the bars stand up straight and are pushed to the front each time one is removed, to ensure maximum on-shelf visibility.