Creative chocolate innovations

Cadbury is launching two additions to its Marvellous Creations brand. A new flavour, Banana Caramel Crisp, and the brands first ‘bitesize’ product, Marvellous Mix Ups, will be supported by a £4.5 million marketing investment including TV, outdoor, PR, digital, sampling and in- store activation.

Banana Caramel Crisp is an amalgamation of banana candy, caramel cubes and crispy pieces available as a 200g tablet or 47g countline.

Marvellous Mix Up bags contain an assortment of bitesize Oreos and confectionery pieces.

Matthew Williams, marketing director at Mondelēz International, says, “We’re continuing to invest in the category and bring innovation to consumers and retailers with Cadbury Dairy Milk Marvellous Creations, and hope to bring even more customers to the brand through new flavours and formats like Banana Caramel Crisp and Marvellous Mix Ups. Our consumer testing showed very strong results both pre and post trial among people who would not normally buy Cadbury Dairy Milk8, so we’re hugely excited about launching these new products into the category.

“We believe we’ve got a unique concept in the market – there’s nothing else like it in the chocolate aisle – and that’s why customers have been inspired by our offer. These new products are a great opportunity for retailers to get shoppers excited about the category and drive impulse sales across the range.”