Crunchie variant signals launch of third Cadbury masterbrand

Cadbury is extending its 76-year-old Crunchie brand with the launch of a popping candy variant. Crunchie Blast, to be launched in the autumn, will be its first major brand extension.

The decision to launch a new product under the Crunchie brand could signal that Cadbury is planning to develop it as its third masterbrand after Dairy Milk and Flake.

The limited-edition Crunchie Blast is aimed at building sales through the convenience market. It is understood that the product will receive marketing support, although it is not known whether this will include television advertising.

The company has been developing Dairy Milk as a masterbrand over the past two years. It has consolidated a number of variants under the brand, including Wispa and Caramel (MW May 8, 2003). The strategy is designed to give Cadbury ownership of confectionery fixtures by creating a “purple patch” on shelves.

It is now repeating the strategy with the Flake brand and has added a number of variants, including Praline and Dipped, to the range (MW June 22, 2004). Cadbury has also launched a luxury range of boxed chocolates called Flake Moments, in a bid to position it as a more feminine, premium brand.

Crunchie has extended the brand into bags of treatsize pieces, called Crunchie Nuggets, and fun size bars.