Cadbury, the confectionery business of US food giant Kraft Foods, has announced that it is launching a limited-edition product, Flake Allure, to its chocolate singles line-up in the UK.
Flake Allure will include Flake chocolate surrounded in truffle and coated in Cadbury Dairy Milk chocolate.
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The product launch will be supported with a GBP2m (US$3.3m) marketing investment, including press, radio and outdoor advertising and in-store POS support.
“Flake Allure performed particularly well in testing among target consumers, with the indulgent melt-in-the-mouth taste,” Cadbury trade communications manager Susan Nash said. “We already know that new products are key growth drivers in the singles category and we anticipate that this new addition, which is based upon a bar that consumers already know and love, will help drive sales within the singles category.”
