Kraft Foods has unveiled the launch of the “innovative” Cadbury Dairy Milk Bubbly, an aerated chocolate bar.
The bar, which will draw comparisons with Nestle’s Aero bar, is made with “an innovative new mould made out of bubbles”, Kraft said. It will go on sale on 16 January in milk chocolate and white chocolate variations and will sell for an RRP of GBP1.42 (US$2.10).
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Kraft added that the launch will be supported by a GBP6m marketing campaign and will also be available to retailers in a shelf-ready outer that pushes the bar to the front each time one is removed.
Matthew Williams, marketing activation director at Kraft Foods, said: “Research shows that consumers see block chocolate as very safe and traditional, but this also means that some can see it as a bit functional. Initial trials have been extremely successful, with 90% of people asked saying they would probably or definitely buy this brand new product.”
