•  Kraft adds mini Cadbury Bubbly bar to stable
Cadbury Mini Bubbly will be backed by a marketing campaign

Cadbury Mini Bubbly will be backed by a marketing campaign

Kraft Foods has extended its Cadbury stable in the UK with the addition of a mini variant for its Bubbly chocolate bar.

The company said the "self eat" version will be available in a smaller format and will be supported by a GBP1.5m marketing campaign to boost awareness of the product. The campaign will comprise social media, TV advertising and point of sale.

Kraft launched the Bubbly line, which drew comparisons with Nestle's Aero bar, earlier this year

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Following the launch of Cadbury Dairy Milk (CDM) Bubbly earlier this year, Kraft Foods is launching a self eat version of CDM Bubbly. The CDM Bubbly Mini bar is made using the same innovative bubble moulds as its larger counterparts, to give consumers a fun and unique taste experience.

The launch of the 90g milk chocolate format at the beginning of 2012 was the biggest chocolate tablet launch in the past five years1, with the brand already worth £10.1m in retail sales YTD2 - so this new format is building upon the strong foundation that the tablet has already laid and provides consumers with the perfect size SKU to enjoy this popular product in self eat occasions, at home or on the go, overall helping to grow the singles category.

When the Cadbury Dairy Milk Bubbly tablet launched earlier this year it attracted a high volume of female consumers, accounting for 74% of purchasers3, and Kraft Foods anticipate that CDM Bubbly Mini will similarly drive female sales in the singles market. Fans of the tablet will now be able to enjoy CDM Bubbly in a single, re-closable portion perfect for self-eat occasions.

 

Original source: Kraft Foods