Kraft extends ‘Philadelphia with Cadbury’ range

Kraft is extending its ‘Philadelphia with Cadbury’ breakfast brand into the lunchtime snacking category after hailing the success of the collaboration since it launched earlier this year.


The product features a portion of the cream chocolate cheese spread with a separate compartment of mini oat biscuits for dipping.

It will go on sale later this month and will be supported by Kraft’s wider £3.2m ‘‘Choccy Philly? Don’t Be Silly’ marketing push for both brands. The campaign stars Jennifer Saunders and includes TV, PR and in-store sampling.

Kraft claims the brand has achieved £6.5m in retail sales since it launched in February and expects full year sales to be £10m.

The food maker says the new product will appeal to consumers who want a sweet snack in the afternoon.

It adds: “We believe we’ve created a fantastic, convenient version of an innovative product that has already captured the nation’s imagination and tastebuds. It’s a substantial snack that’s ideal for those afternoon occasions when only a sweet treat do.”

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