Cadbury is poised to launch a dark chocolate Flake later this year with the aim of tapping into “healthier ” chocolate category, following a recent health scare about its Dairy Milk brand, when traces of salmonella were found in some of the products.
The Flake Dark was due to be launched later in the summer but it is now unclear when the product will hit the shelves. It is understood that Cadbury intended to promote the bar by focusing on the health benefits of dark chocolate, although it would also be positioned as an indulgence product, like the rest of the Flake range.
An industry insider says that the Flake Dark is aimed at consumers who are moving to dark chocolate because it is healthier than milk chocolate. He points to the popularity of Green & Blacks, which is seen as “better-for-you” but is also regarded as a luxury item. Cadbury’s new product development programme was thrown into turmoil following the salmonella scare last month. The confectionery giant had planned to launch a major new brand, Cadbury Melts, next month but it is not clear when that or any other planned new launches will go head (MW June 29).
Cadbury has been developing Flake as its second master brand over the past three years and during that time has added several new products to the range, including Flake Snow, Flake Dipped, Flake Praline and boxed product, Flake Moments.