Cadbury to unwrap major brand launch

Cadbury aims to reinvigorate confectionery sector with launch of ‘chocolate for adults’

Cadbury is preparing to unveil its first new brand for more than two years with the launch of Cadbury Snaps. The company hopes the range of wafer-thin chocolates will create a new “indulgent sharing” category and that it will boost sales and interest in the chocolate category.

The product, which is due to be launched this autumn, is understood to be part of a new product strategy. Cadbury is developing products in two categories, “eat now” and “eat later”.

Snaps, to be shaped like traditional crisps, will be packaged in tubes and has been developed for the “eat later” category. Snaps will be positioned as an indulgent adult chocolate for sharing, in competition with boxed chocolate brands.

The UK launch of the product is expected to be backed by a multi-million-pound marketing spend that will include television. Cadbury’s last brand launch, Cadbury’s Dream in 2002, was backed by a spend of £15m.

Insiders say Cadbury is so confident that the UK market is ready for Snaps that it has not test marketed it in any other markets first.

Cadbury is also developing Flake as its second power brand, following last year’s reorganisation of a number of sub-brands under the Dairy Milk umbrella (MW May 8, 2003).

It is preparing to launch its fourth variant, Praline, and hopes to develop a dedicated Flake area on retailers’ shelves.

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