UK confectioner Cadbury has launched a redesign and additional pack size for its Boost and Double Decker bars.
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Kate Harding, trade communications manager at Cadbury, said the bars have been redesigned to create “greater standout”.
Cadbury Boost has been “brightened” with a sky blue wrapper, whilst the colours of Cadbury Double Decker have been made more “vibrant” and the logo size has increased.
In addition to the re-design Cadbury has launched a Cadbury Boost Duo and Cadbury Double Decker Duo.
“Standard size singles have been growing over the last three years and NPD has been central to this, there has however been a lack of innovation within larger share bars in the last few years which has lead to a decline in the category by 7.4%. This has created a great opportunity to bring interest back to the category by offering greater shopper variety through established brands and NPD,” the company said.
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By GlobalDataThe launch is to be supported by a TV sponsorship package as well as POS with a total investment of GBP1.3m (US$1.9m).
In a further move, Cadbury is also launching the Cadbury Dairy Milk (CDM) Bar and a Half. Previously listed as Cadbury Dairy Milk ‘8 Chunk’, the ‘Bar and a Half’ format aims to have a more feminine appeal.
The CDM Bar and a Half, which will also see a package refresh, will be available in CDM, Whole Nut and Fruit and Nut varieties.
