UK: Mondelez launches Cadbury Eclair Velvets

By Hannah Abdulla | 17 February 2014

The launch of Cadbury Eclairs Velvets targets a younger market

The launch of Cadbury Eclairs Velvets targets a younger market

Mondelez International has launched Cadbury Eclairs Velvets into the UK market.

The softer variant of Cadbury Eclairs has a caramel and chocolate centre and is available from today (17 February).

Mondelez is aiming to attract younger consumers to the product. Kaitlin Williams, candy brand manager at Mondelez, said: "Cadbury Eclairs is already worth GBP16.4m and we're hoping to grow sales even further with this latest innovation for the family.

"We saw a fantastic opportunity to bring something special to the indulgent candy category, with a new softer eat enrobed in delicious Cadbury milk chocolate to attract new consumers to the format and inspiring new occasions for individual snacking, particularly within the afternoon dip."

Cadbury Eclairs Velvets will be available in 151g packs, with an RRP of GBP1.99.

Show the press release

Cadbury Eclairs, one of the UK's top candy brands1, is bringing further innovation to the indulgent candy category this Spring, with the launch of Cadbury Eclairs Velvets.

This new soft variant aims to take consumers on a multi-sensorial journey, with a soft caramel and chocolatey centre enrobed in delicious Cadbury milk chocolate. Available from 17th February 2014, the bags are ideal for sharing with friends or for simply keeping in the cupboard for those times when only a sweet treat will do.

The brand aims to attract new and younger consumers with this indulgent variant, driving excitement by bringing new innovation to the category. The launch will be supported by a £2 million UK marketing investment in 2014, including TV, outdoor, POS, digital and sampling activities.

This launch follows the success of Cadbury Eclairs Orange Twist and Hazelnut Twist variants, which were top two NPDs within Indulgent Candy 20132.

Kaitlin Williams, Candy Brand Manager at Mondelez International, said: "Cadbury Eclairs is already worth £16.4m3 and we're hoping to grow sales even further with this latest innovation for the family.

"We saw a fantastic opportunity to bring something special to the indulgent candy category, with a new softer eat enrobed in delicious Cadbury milk chocolate to attract new consumers to the format and inspiring new occasions for individual snacking, particularly within the afternoon dip."

Cadbury Eclairs Velvets will be available in 151g packs, priced at £1.99 (RRP4).

 

Original source: Mondelez International

Sectors: Confectionery, NPD & innovation

Companies: Mondelez International

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