Cadbury Darkmilk is set to help independent retailers drive chocolate sales with range additions

Cadbury Darkmilk, Cadbury’s most innovative launch of 2018, is extending its range with two new additions and PMPs to help retailers drive impulse sales.

Following the tablet launch in 2018, Cadbury Darkmilk Original and Cadbury Darkmilk Almond will now be joined by a 35g bar from 1st January 2019. The new bars will offer the same deliciously creamy, rich taste for those looking for a treat when on-the-go or during the afternoon snack occasion. To help retailers drive sales further, the singles will be available in a PMP format, which will help stand-out on shelf while boosting customer trust with the convenience of clear pricing.

January will also see the launch of Salted Caramel, the 85g tablet combines rich cocoa with Cadbury creaminess with salted caramel chip inclusions.

The innovative Cadbury Darkmilk range was specially crafted after research identified that taste buds change as we go through life, with consumers increasingly looking for a richer tasting chocolate as they get older[1]. Bars contain 40% cocoa, to provide a more grown up taste for consumers who find milk chocolate a little too sweet and dark chocolate too bitter[2].

The total brand will be supported by £6m investment with ongoing in-store activation, sampling, PR and digital activity, and the brand will hit screens for the first time in May 2019.

Kate Wall, Marketing Manager for Cadbury at Mondelez said: “In testing, Cadbury Darkmilk achieved our best ever results for both taste and concept[3], and these were indicative of the full market as the tablets launch has achieved our aim in driving incremental sales to the category.

“The singles addition, in both standard and PMP* formats, will help independent retailers drive impulse sales.  Research shows that the perception of improved value, speed of sales, convenience and heightened customer trust2 make stocking PMPs* a great option, with a fifth of shoppers going so far as to say they would choose a particular convenience store if they knew it stocked PMPs2. To make the most of the opportunity, retailers should make sure they’re stocked up at launch and ahead of our first TV campaign in May.”

What does this mean for the retailer?

  • Drive sales with an innovative product from the nation’s favourite chocolate brand[4]
  • Target the on the go consumer with handy 35g bar
  • Secure consumer confidence with PMP packs, that are specially designed for strong stand out on shelf

Retailers will also be able to find advice on how to boost chocolate sales further on www.deliciousdisplay.co.uk.

*Prices are recommended only. Retailers are free to set their own prices

[1] Wy Research June 2018

[2] Wy Research June 2018

[3] Nielsen BASES

[4] Total Chocolate, UK Total Coverage MAT to 24.02.2018