Kraft creams Cadbury for new Philadelphia spread
Kraft is gearing up to take on rival, Nutella in the breakfast spread market, by combining its Cadbury chocolate and Philadelphia Light brands to launch a new chilled chocolate spread.
The confectionary giant is rolling out the new cream chocolate cheese spread in stores nationwide from next Wednesday (1 February) and has forecast sales to hit £10m in the first year alone.
A £3.2m marketing push will back the new product, which will sit alongside existing brands in the processed spread’s portfolio such as, Philadelphia Light and Garlic & Herb, currently the biggest-selling flavour in the Philadelphia portfolio.
Kraft already sells chocolate variants of Philadelphia in both Italy and Germany under its ‘Milka’ chocolate brand as a breakfast alternative.
In Germany, sales of the chocolate spread have generated €22.2m (£18m) in sales since it launched in October 2010.
Kraft acquired the Cadbury brand for £11.4bn in 2010, ending a controversial five-month pursuit of the British confectionary brand.
