Cadbury launches first new variant under Kraft

Cadbury is supporting the launch of a new variant called Dairy Milk Bar of Plenty with an integrated advertising campaign. It is the first launch by the confectioner since its takeover from Kraft

Cadbury

The new bar will launch this week and will be available in three different flavours: Berry Fruit & Vanilla Shortcake, Toffee Apple and Roast Hazelnut & Honey Roast Cashews.

The launch will be backed with a national print, outdoor and digital campaign, focusing on the process undertaken to produce the three successful combinations of ingredients. Fallon has created the ads.

Cadbury says the new bars are aimed at a target demographic of 30-40 year old women; provide the ultimate indulgent chocolate experience through the unique combination of flavours.

Cadbury Dairy Milk Bar of Plenty is the first new launch by the confectioner since it completed its sale to Kraft earlier this month.

Chairman Roger Carr, chief executive Todd Stitzer and chief financial officer Andrew Bonfield are all to step down from the board of the new company. Reports suggest that Cadbury’s former European president Tamara Minick-Scokalo is to join Kraft Foods Europe as head of European confectionery.

The Cadbury brand will be removed from the London Stock Exchange listings on 8 March.

Kraft says it will “take a “best of both approach” to its marketing “augmenting the world-class capabilities of both Kraft Foods and Cadbury” under the new ownership.

However, the UK’s business secretary, Lord Mandelson has criticised Kraft for announcing that it is to close a Cadbury factory in Somerdale, near Bristol, with the loss of 400 workers.

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here