Mondelez International is looking to take Cadbury into Australia's "premium" chocolate market with a new brand, Coco.
The snacks giant's Australian unit said the launch of the "thin, smooth and refined" dark chocolate "marks a new evolution" for the Cadbury brand in the country.
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Kate Watson, senior brand manager for Cadbury Coco at Mondelez International, said: "Cadbury Coco is a genuinely new offering for the category from Cadbury and we know it will capture the imagination of Australians who enjoy the finer things in life."
Cadbury Coco is available in blocks – with a recommended price of A$3.99 – and gifting packages, which have a recommended price of A$12.99. Flavours include dark orange and dark mint.
To back the product, Cadbury is embarking on a marketing campaign that includes "strategic partnerships" with Virgin Australia and Opera Australia. Sampling activity will take place across Virgin Business Lounges and at performances of Anything Goes at Sydney Opera House and Melbourne Arts Centre in the coming months.
Cadbury Coco is available from in Coles, Woolworths Ltd and independent stores.
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