Cadbury launches limited-edition Flake

Cadbury is bringing out a limited-edition product, Flake Allure, to its chocolate singles line-up in the UK. It will include Flake chocolate surrounded in truffle and coated in Cadbury Dairy Milk chocolate.

The product launch will be supported with a £2 million marketing campaign, including press, radio and outdoor advertising and in-store POS support.

“Flake Allure performed particularly well in testing among target consumers,” says Cadbury trade communications manager Susan Nash. “We anticipate that this new addition, which is based upon a bar that consumers already know, will help drive sales within the singles category.”