Cadbury is planning an assault on Nestlé-Rowntree’s Black Magic with the launch of its own dark chocolate boxed assortment, Darkness.
The new brand is expected to be launched at the end of the summer, in time for Christmas.
It will be in direct competition with Black Magic, launched in 1933, and Terry’s All Gold, which between them dominate the plain boxed chocolate sector.
According to Nestlé-Rowntree figures, Black Magic has 48 per cent of the market by value, compared with All Gold which holds 45 per cent.
Cadbury, which is well known for its dark Bournville brand, has most of its business in milk chocolate. An industry insider says: “Cadbury’s is entering this market now because the chocolate gifts sector is so buoyant.”
Cadbury confirms that it will launch Darkness, but refuses to comment further.
Last year, the company split with advertising agency Bartle Bogle Hegarty, with BBH claiming it resigned the business worth nearly 6m (Register-MEAL).
The business was divided between the company’s roster advertising agencies, with GGT win-ning Cadbury’s Dairy Milk, Wispa and Wispa Gold, and EURO RSCG Wnek Gosper taking over Cadbury’s Roses. The Boost, Picnic and Buttons accounts have not yet been allocated.