Eclairs go mobile

This summer Kraft Foods is launching Cadbury Eclairs in a new 48g ‘handy’ bag to drive on-the-go sales. This new format is a modern replacement for the brand’s roll-pack which, due to its enlarged footprint, will increase standout and prominence on-shelf.

The handy bag includes the more modern and indulgent design that was introduced on the brand’s carton and sharing bags in 2011. It features the Cadbury brand and emphasises the elements of the product that consumers love: the creamy caramel and Cadbury chocolate ‘reward’ at the centre.

Zoe Howe, senior brand manager for candy at Kraft Foods, comments, “Cadbury Eclairs are well loved by consumers and the new impulse format will allow them to enjoy this popular treat during a variety of occasions. We are also aiming to give more consumers the opportunity to discover the delicious journey to the centre that is synonymous with Cadbury Eclairs.”

The launch of the new impulse format will be supported with HODS in participating stores, available to selected retailers via Kraft Foods sales representatives.