New Curly Wurly Squirlies PMP from Cadbury wiggles onto the market

Following their successful launch in the summer of 2017, Cadbury Curly Wurly Squirlies has unveiled a new PMP format hitting the market next month. The £1 PMP sharing bags have been developed to offer consumers this popular treat in a new size and help retailers capture shoppers’ attention in store.

Having generated a significant £6.6M[i] in sales since launch, Cadbury Curly Wurly Squirlies are now Mondel?z International’s sixth most popular sharing bag on the market[ii]. The total Curly Wurly brand is also now the third most popular treat in the Cadbury Parents to Kids range, with sales of £9.9M[iii].

Mathieu Maggi, Brand Manager for Bitesize at Mondel?z International, explains, “Curly Wurly Squirlies have been such a hit with consumers since launching in 2017, so we wanted to be able to offer retailers a new format to excite their shoppers. The £1 PMP is an ideal format for driving impulse sales from both existing shoppers and those new to this Cadbury treat.”

The new bags, which will help retailers to communicate value-for-money through the £1 price point, will hit shelves from the 1st May. Cadbury Curly Wurly Squirlies will also be available in non-PMP in 95g and 110g pack sizes.

[i] Nielsen, Total Market UK, Chocolate Share Bags, week ending 23.02.19

[ii] Nielsen, Total Market UK, Chocolate Share Bags, week ending 23.02.19

[iii] Nielsen One System: 52 week data ending 23.03.2019