Cadbury Darkmilk starts 2020 with a bang with new buttons and block launches

Cadbury is building on an incredible first year for its new Darkmilk brand with two brand new launches at the start of 2020.

The richest, creamiest bar Cadbury has ever made, Cadbury Darkmilk was the biggest confectionery launch of 2019[i], with a repeat purchase rate of 27.5%.[ii] The brand is already worth an amazing £13.3M[iii] and crucially for retailers, a significant 18% of sales of Darkmilk were incremental to the block chocolate category.

To further build on this strong start, Cadbury is introducing two new products designed to help support the core range and help the brand innovate into new occasions.

This includes Cadbury Darkmilk Giant Buttons, hitting shelves in March. The combination of Cadbury Darkmilk in a proven format loved by consumers offers an ideal product for sharing with loved ones, perfect for the ‘Big Night In’ occasion.

Pippa Rodgers, Brand Manager for Cadbury Darkmilk, said: “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.”

But first to market in February is Cadbury Darkmilk with Crunchy Cocoa Pieces. The new bar combines delicious rich and creamy Cadbury Darkmilk with crunchy cocoa nibs for added texture and an intense cocoa hit. Available in an 85g tablet format, the new bar aims to tap into the key Darkmilk occasion where shoppers are looking to unwind in the evening.

“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” Rodgers continued.

“Dark chocolate accounts for 6% of total chocolate sales, and sales are growing at 16%[iv] – 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,” added Rodgers.

The launches will be supported by two bursts of advertising across April and October this year. The campaign will include PR, TV and out of home advertising, as well as instore 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.

What does this mean to the retailer?

  • Tap into a brand which is now worth £9.3M%[v]
  • Drive incremental sales through a new sharing bag format for this popular brand
  • Make the most of dark chocolate’s sales growth of 11%

[i] Nielsen and KWPO WE 28.12.19 (MAT 2019)

[ii] KWPO WE 01.12.19 MAT

[iii] Nielsen and KWPO WE 28.12.19 (FY 2019)

[iv] Nielsen data MAT to WE 28.12.19 (FY 2019)

[v] Nielsen and KWPO WE 28.12.19 (FY 2019)