Cadbury is to launch a bite-size product under its flagship Dairy Milk product in the UK to tap into demand for “portionable” chocolates.

The UK confectioner is set to introduce Dairy Milk Chocos, a product sold in 44g roll packs and containing 11 chocolate pieces.

The trend for “portionable” chocolates is becoming “increasingly popular” in the UK, Cadbury said.

A similar product is on sale in Australia and has been “very successful”, the Kraft Foods unit added, a factor in the company’s decision to launch Dairy Milk Chocos in the UK.

“Cadbury Dairy Milk Chocos has been designed to allow shoppers to pick up a great tasting treat that can be easily consumed on-the-go,” said Cadbury marketing manager Julie Reynolds.

The launch is part of a GBP6.2m (US$10.2m) campaign behind the Dairy Milk brand, Cadbury said, with GBP1m being spent on Chocos.