UK: Cadbury extends Dairy Milk line

By | 26 August 2008

Cadbury is extending the Dairy Milk line in the UK, with the introduction of two new variants.

The company will launch Cadbury Dairy Milk Cranberry and Granola and Cadbury Dairy Milk Apricot Crumble Crunch next month, the company said.

The launch will be supported by a GBP2m (US$3.7m) media campaign called "loving combinations", including PR, sampling and experiential activities and dedicated point of sale and television advertising.

"Cadbury Dairy … continues to be the number one chocolate brand in the UK, worth over GBP370m in retail sales value. The launch of the new Cadbury Dairy Milk Cranberry and Granola and Cadbury Dairy Milk Apricot Crumble Crunch is expected to build on this success by offering new and exciting combinations and driving incremental sales for retailers, whilst also appealing to our loyal and valued Cadbury Dairy Milk consumers," Kate Harding, trade communications manager at Cadbury said.

Sectors: Confectionery

Companies: Cadbury, Dairy Milk

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