Cadbury is aiming to move the Dairy Milk brand more upmarket with the launch of two fruit variants. It also aims to tighten its focus on female consumers.
The two variants, apricot crumble and cranberry and granola, contain tiny pieces of fruit and oats and aim to exploit the trend towards better-for-you ingredients as well as give Dairy Milk a more premium feel.
The bars have different coloured packaging to the core range, which is predominantly purple. The apricot bar will be orange and the cranberry bar will be pink but both will have a broad purple stripe down the middle. It is understood that Cadbury is keen to make them distinct from the everyday bars.
Industry sources say that Cadbury hopes the bars will appeal to female consumers seeking an indulgent treat.
It is thought the launches will receive press and trade support in addition to Trucks, the Dairy Milk brand campaign that is currently running on TV.
The company will also be investing in the relaunch of Wispa, which is being introduced as a permanent line after its limited edition relaunch last year (MW April 10). The Dairy Milk Bubbles variant has been scrapped as a result of Wispa’s return.
The trend towards healthier ingredients but more indulgent products has seen a raft of fruit and chocolate launches over recent years. Nestlé launched a white chocolate and fruit variant of Double Cream in a bid to re-vitalise sales of the brand (MW February 12, 2004). The brand was later axed.