UK: Kraft launches Cadbury Crispello to win back women

By Chris Mercer | 28 September 2012

Kraft Foods debuts Cadbury Crispello

Kraft Foods debuts Cadbury Crispello

Kraft Foods is launching Cadbury Crispello in the UK in order to woo women who have cut down on chocolate bars.

The company will support Cadbury Crispello, the UK subsidiary's first countline since the 1990s, with a GBP7m (US$11.3m) marketing campaign.

Crispello is made up of three wafer shells with a creamy centre and covered in layer of Cadbury's chocolate.

The firm is targeting women, who are believed to be the main cause of a 6.6% year-on-year drop in the value of the chocolate 'singles' market. That market is worth GBP800m, within a GBP3.3bn chocolate category.

"Crispello is a lighter way to enjoy the nation's favourite chocolate taste," said Toby Smart, brand manager at Kraft Foods. The design enables consumers to eat one piece and save the rest for later, by resealing the packaging. The product will be available from 8 October.

Earlier this year, Kraft rival Mars Inc launched Galaxy Flutes in the UK, pitched as a lighter on-the-go chocolate snack. However, Mars could not be reached to comment on the performance of these bars.

Show the press release

This month, Kraft Foods is launching the first new Cadbury countline brand since the nineties.

Cadbury Crispello is a truly innovative everyday treat of three deliciously light and crispy wafer shells, filled with a light creamy centre and covered in a smooth layer of Cadbury milk chocolate.

This new individually-portioned countline, available for retailers to order from 8th October, allows shoppers to enjoy one Crispello piece at a time, or save the rest for later with resealing the packaging.

The chocolate category is worth a massive £3.3bn1, with £800m of this accounted for by chocolate singles2. Kraft Foods anticipates that Cadbury Crispello will help to drive female sales in the singles market, and help turnaround the recent -6.6% MAT value decline3, which has been driven by female penetration and frequency losses.

Toby Smart, Brand Manager at Kraft Foods, comments: “We are excited to be launching this new brand – the first new Cadbury countline brand since the nineties. Crispello is a lighter way to enjoy

1 Nielsen total coverage MAT to 12.05.12
2 Nielsen total coverage MAT to 12.05.12
3 Nielsen MAT w/e 14.07.12

The nation’s favourite chocolate taste. Cadbury Crispello joins the recently launched Cadbury Dairy Milk Bubbly Mini in helping to drive singles sales for retailers. We anticipate a great reception with consumers and would encourage retailers to utilise the available point of sale merchandise. This will be particularly effective, capitalising on the high awareness expected from the large marketing investment supporting the launch.”

The launch of Cadbury Crispello is being supported with a massive £7m marketing campaign. In 2012 this focuses on women’s press, outdoor advertising and point of sale (POS). In store, Cadbury Crispello branded POS is available to retailers in a variety of formats with the tagline ‘A little treat for you” and also highlighting that the countline is new.

Original source:

Sectors: Confectionery, NPD & innovation

Companies: Cadbury, Mars Inc

View next/previous articles

Currently reading -

UK: Kraft launches Cadbury Crispello to win back women

There are currently no comments on this article

Be the first to comment on this article

Related research

Cadbury: Losing brand value after acquisition by Kraft?

Then Kraft CEO, Irene Rosenfeld announced that the company wanted to broaden its position within the confectionery industry as a global leader. In 2010 Kraft’s offer of $19.5bn (£11.5bn) was accepted, causing uproar in Britain. This case study examin...

Kraft Foods Brasil SA in Packaged Food (Brazil)

Kraft Foods aims to consolidate its leading positioning within confectionary by introducing novelties to consumers and making strong investment in advertising campaigns. Although Trident and Halls are still under Cadbury Adams Indústria e Comércio de...

Mars Inc in Packaged Food (World)

The Wrigley acquisition of 2008 continues to add value to Mars’s presence in the emerging markets, notably in China. While its presence in gum lends itself well to the push towards healthier eating, its confectionary brands still pose a challenge. Th...

Related articles

Comment: The logic behind a PepsiCo/Mondelez tie-up

Could activist investor Nelson Peltz be at it again? Hot off the heels of one mega-deal in the food industry, the move to take Heinz into private hands, rumours are abound that Peltz is building up a stake in Mondelez International and PepsiCo with a view to merging the companies into a snack food Goliath.

UK: Wrigley launches Starburst Flavour Morphs

Mars Inc's Wrigley has expanded its confectionery stable in the UK with the launch of Starburst Flavour Morphs.

UK: Mars unveils new products for ice cream portfolio

Mars Inc is looking to build its presence in the UK ice cream category with the launch of three new products, including a Chocolate Core.

Welcome to the home of food information, insight & intelligence

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page