Give your sales some bite

To build upon the success of Cadbury Wispa, a brand that was famously brought back to market by popular consumer demand, Kraft Foods is launching an exciting new chocolate sharing product, Cadbury Bitsa Wispa. The new pack is the latest addition to the range of Cadbury branded sharing bags from Kraft Foods, and contains bite-sized chunks of the popular Cadbury Wispa chocolate in a convenient re-sealable sharing format.

The chocolate bags category is already worth £313m and is growing by 4.5 per cent YOY. Bitesize products currently account for 9.5 per cent of chocolate sales, and 6.8 per cent of total confectionery sales. Cadbury Twirl Bites, launched in September 2011, was the most successful bag launch to date and 22 weeks after launch was worth £11m.  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.

Cadbury Wispa was brought back to the UK market in 2007 following a consumer social media campaign, and was the biggest countline launch of the last ten years, becoming the number one selling bar in the UK during its first week back on the market. Four years on, the brand remains extremely popular with consumers, and it is a top three best-selling chocolate single in the UK, with the total brand worth £49.3m.

This new sharing product from the Cadbury brand therefore brings together an increasingly popular format, with a well-loved product, in a distinctive pack which comprises the easily recognisable Wispa logo, and trademark blue colour, to provide excellent stand-out on shelf. The Wispa brand as a whole will be supported with a £3.5m ATL marketing spend later this year.

Sally Barton, brand manager for Bitesize at Kraft Foods comments, “With the launch of Bitsa Wispa we are looking to continue the success of the growing Cadbury branded sharing portfolio. We are confident that the new addition will be just as successful as its predecessors thanks to the rise of the ‘Big Night In’, the ever increasing popularity of sharing formats, and consumers’ love for the Wispa countline.”