Cadbury launches two new additions to Darkmilk range
Cadbury is building on a successful first year for its Darkmilk brand with two brand new product launches in 2020.
Thought to be the richest, creamiest bar Cadbury has ever made, Cadbury Darkmilk had an impressive repeat purchase rate of 27.5% in 2019. Additionally, 18% of sales of Darkmilk were incremental to the block chocolate category for retailers.
The two new products in the Darkmilk range, Cadbury Darkmilk with Crunchy Cocoa Pieces and Cadbury Darkmilk Giant Buttons, will be released in February and March 2020, respectively.
The new Cadbury Darkmilk with Crunchy Cocoa Pieces bar combines Cadbury Darkmilk with crunchy cocoa nibs for added texture and an intense cocoa flavour.
“Shoppers tell us that they are looking for intense, rich and chocolatey flavours as they unwind in the evening, and that they are looking for foods with added values or benefits as they indulge. By adding cocoa nibs to the delicious, rich and creamy Cadbury Darkmilk chocolate, we are giving shoppers exactly that” said Pippa Rodgers, brand manager for Cadbury Darkmilk.
Rodgers commented on the Darkmilk Giant Buttons: “We know that Cadbury Darkmilk has been a tremendous success with shoppers over 45-years-old. This demographic under-indexes in sharing bags, and by bringing a brand they love to them in a format that is loved by shoppers, we are confident that we can help retailers drive sales for the Darkmilk brand.
“Dark chocolate accounts for 6% of total chocolate sales, and sales are growing at 16% – which is 6% ahead of milk chocolate. We know that shoppers respond to more innovation in the category, and that’s what we’re introducing with these two new launches.”
The launches will be supported by two bursts of advertising across April and October 2020. The campaign will include PR, TV and out of home advertising, as well as in store support for retailers. There will also be strong sampling activity and a social media influencer campaign.
“We know that sampling is really important for Darkmilk. When we get people tasting the product, they fall in love with it,” concluded Rodgers.