Kraft Foods has expanded its Cadbury confectionery range in Australia with the launch of a chocolate line targeted at female consumers.

Cadbury Dairy Milk Mousse is available in two variants: raspberry chocolate and double chocolate.

A television, print and digital campaign will accompany the launch, designed “especially for women”, Kraft said.

“We wanted to balance the messaging around Cadbury Dairy Milk Mousse being a delicate and delicious treat for women with the charming and playful nature of Cadbury Dairy Milk Joyville,” said Ben Wicks, GM marketing for Cadbury Dairy Milk. “The tone and feel of the spots are the meeting of two worlds, the perfect balance between a beautiful, feminine world and the charming, playful nature of Joyville.”

Joyville is Cadbury’s ten-year brand communications platform strategy launched in February this year.

The line is available with an RRP of A$3.99 (US$4.06). Both products consist of 12 bite-sized pieces in a resealable pack.

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