Mondelez International is targeting mid-morning snackers in the UK with the launch of the Cadbury Break Bar.

Tapping into research from Kantar which suggests shoppers are seeking more of a “premium experience” from take-a-break bars, the company is launching what it describes as “a new indulgent offering for the Cadbury Biscuits range”.

There are two variants available – Melting Middle and Choco Melting Middle – with packs of five having an RRP of GBP1.79 (US$2.38). The launch will be supported by a new TV campaign throughout October and supported through in-store taste test activity. 

Chiara Missio, marketing manager for Cadbury biscuits at Mondelez in the UK, said: “Our vision for Cadbury biscuits is to bring more joy to the nation’s biscuit lovers and drive value and interest back into the market where we see shoppers seeking more premium experiences. 

“With this launch, we’re hoping to revitalise the biscuit bar segment which been in decline for more than 18 months, driven by reduced frequency and consumption.

“Shoppers have told us that biscuit bars can evoke a lot of nostalgia but have become boring. therefore we hope to drive incremental sales with an exciting and indulgent eat from the nation’s favourite chocolate brand that is ideal for on-the-go.” 

In August, Ferrero launched Nutella B-ready, a product it describes as “the ideal mid-morning snack”, in the UK.

The Cadbury Break bar is the third set of biscuit products Mondelez has launched in the UK since buying back the licence for Cadbury biscuits last year from local business Burton’s Biscuit Co.

In August, Mondelez rolled out Cadbury Crunchy Melts, a line of biscuits developed with the option of eating the products warm out of the microwave in order to target demand in the “premium” end of the category.

In the spring, Mondelez launched Cadbury Roundie, a biscuit already on sale in Australia, in the UK