The award-winning Cadbury Twirl Orange, which is now Cadbury’s most popular single bar[i], is being made available in a price-marked pack for the first time.
The new price-marked packs will be available from October, featuring striking 60p messaging.
Cadbury Twirl Orange was introduced as a limited edition in 2020, becoming the number one singles NPD[ii] and one of the fastest selling chocolate bars of that year[iii]. Earlier this year, based on popular demand from Twirl fans it was made a permanent addition to the Cadbury portfolio. The introduction of the price-marked variant in October will further build on the incredible success the bar has seen thus far.
Flavour NPDs are a key driver of category growth[iv], and orange in particular is proving incredibly popular. Sales of orange standard chocolate have grown by 47%[v] – growing faster than standard chocolate sales (+6.9%) – and are worth £25.9M[vi]. Cadbury Dairy Milk Orange Buttons and Cadbury Dairy Milk Orange tablet have both recently joined Cadbury Twirl Orange in the Cadbury range.
PMPs are valued by shoppers, to whom they offer reassurance they are not being overcharged, while contributing to an overall positive price perception[vii]. The perception of improved value, convenience and trust make stocking PMPs a good option for retailers. A fifth of shoppers say they would choose a particular convenience store if they knew it stocked PMP shoppers[viii].
Cadbury Twirl Orange offers consumers a twist on a much-loved brand, combining market best-seller Twirl with one of the nation’s favourite chocolate flavours. The product is aimed at younger adult consumers who are seeking new flavours and experiences from their chocolate choices.
Radhika Pai, Brand Manager for Cadbury Singles at Mondel?z International, said: “After the incredible response from Twirl fans and retailers, we had to make Cadbury Twirl Orange a permanent line. And now, the combination of Cadbury’s most popular single bar[ix] in a price-marked pack is something shoppers won’t be able to ignore. In fact, Cadbury Twirl Orange is already the third best-selling bar in the adults single market[x]. We know shoppers will appreciate the improved value they are getting from buying their favourite bar in a price-marked pack – and the benefits to retailers stocking this.”
For further category information on how retailers can help drive sales within singles confectionery visit www.deliciousdisplay.co.uk.
[i] Nielsen May 2021 value sales I&S May 2021
[ii] Nielsen, Singles MAT Value sales 26.12.2020
[iii] Nielsen, Singles MAT Value sales 26.12.2020
[v] Nielsen data to w.e.. 26.12.20 Total Mkt Inc. Disc – Std. Choc.
[vi] Nielsen data to w.e. 13.6.20 Total Mkt (Std Choc excl. Premium)
[vii] HiM Omni-channel January 2018
[viii] HiM Omni-channel January 2018
[ix] Nielsen May 2021 value sales I&S May 2021
[x] Nielsen EPOS Total Coverage Excluding discounters YTD 24WE 08.08.21