This summer, consumers can enjoy a new Cadbury Boost offer – the same chewy caramel Boost taste now with the added benefit of protein.

Available from 30th July, Boost + Protein contains 12 grams of protein – four times more protein and 32% less sugar than standard Boost bar, with no compromise on taste. The bar is made with the same tasty Cadbury milk chocolate and chewy caramel combination that consumers know and love, combined with protein crisps.

The protein bar market is worth £51m and growing by 54% YOY which is being driven by the lifestyle, taste driven segment as mainstream consumers look for ways to boost energy and balance their diet[1]. Boost + Protein presents a great opportunity to drive category penetration and frequency by attracting consumers looking for ‘better for you’ snacking choices and driving trade up.

The Boost brand including Boost + Protein will be supported by a £1m campaign that includes OOH, sampling, PR ,digital and social media activity. Retailers will be able to maximise the opportunity with a range of on and off shelf POS available. Boost + Protein is also included in Cadbury’s biggest ever on pack promotion promo Match and Win at launch.

Richard Weisinger senior brand manager for Cadbury singles commented: “As the nation’s favourite chocolate brand[2], consumers know and expect great tasting bars from us and we know 83% of consumers interested in protein are not prepared to sacrifice on taste[3]. We’ve crafted this bar over time to ensure that we can meet the consumer need for protein while still delivering a great taste and hunger satisfaction of standard Boost bar”

“Our recipe had fantastic results in consumer taste tests vs competitors, with liking scores on par with standard Boost. With this strong consumer feedback, we believe this offer can attract consumers who want the best of both worlds – extra Protein and taste.” 

What does this mean to the retailer?

  • Single bar delivering on taste while meeting the growing consumer need for a protein offering
  • At RRP[4] £1.49, Boost + Protein is a cash trade up vs singles RRP 65p
  • Group this with other protein chocolate bars and ‘hunger bars’ in the main chocolate fixture or on the counter
  • Stock up on packs and use manufacturer POS for heightened awareness

Product information

Product name: Cadbury Boost + Protein

Weight: 49g

RRP[5]: £1.49

Case size: 24

About Mondelēz International 

Mondelēz International, Inc. (NASDAQ: MDLZ) is building the best snacking company in the world, with 2017 net revenues of approximately $26 billion. Creating more moments of joy in approximately 160 countries, Mondelēz International is a world leader in biscuits, chocolate, gum, candy and powdered beverages, featuring global Power Brands such as Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate and Trident gum. Mondelēz International is a proud member of the Standard and Poor’s 500, Nasdaq 100 and Dow Jones Sustainability Index.

Visit or follow the company on Twitter at

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