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


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.

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