Cadbury takes second stab at popcorn market

Cadbury will back the launch of its latest product, Cadbury Popcorn with a heavyweight marketing drive to tap into the growing popularity of bitesize snacks.

Popcorn

Cadbury Popcorn will be marketed with the strapline ‘Choc full of…Popcorn’ through in-store sampling, POS activity and outdoor advertising.

The product is set to launch this summer and will sit alongside other brands in Cadbury’s growing chocolate bags category such as Twirl Bites and Cadbury Dairy Milk Caramel Nibbles.

In March the company launched Cadbury Bitsa Wispa, which it says went on to generate sales of £4.2m in its first six weeks on the market.

Cadbury hopes its latest product to have a similar impact and says that the range is intended to capitalise on the emerging trend of consumers having a “big night in.”

The manufacturer cites Nielsen stats for the year to 21 April that revealed that the UK’s bite-size category is already worth £324m and is growing at 5.7% year-on-year.

The launch marks Cadbury’s second attempt at establishing a presence in the popcorn category. In 2008 Cadbury Schweppes sold the Butterkist popcorn brand to UK company Tangerine Confectionery as part of a initiative to sell off all its non-core brands.

Sally Barton, brand manager for Bitesize at Kraft Foods, says the return to the sub category was sparked by chocolate bags “delivering considerable growth for the overall chocolate sector.”

She adds: “We constantly take steps to keep up-to-date with consumer tastes and ensure our sharing portfolio remains as relevant as possible. This is why with our latest sharing innovation we are taking increasingly popular popcorn, and adding Cadbury chocolate to create a delicious combination.”

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