Kraft Foods has added to its Cadbury bitesize confectionery range in the UK with the launch of a popcorn.

Cadbury Popcorn, which will join the confectioner’s sharing bag portfolio, features toffee popcorn coated in milk chocolate.

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Available in a 130g bag with an RRP of GBP2.03 (US$3.19), the launch will be supported by marketing investment to include POS activity such as pre-filled units, sampling, and outdoor advertising.

“Chocolate sharing bags are currently delivering considerable growth for the overall chocolate sector, with the Kraft Foods portfolio fuelling this upward trend,” said Kraft Foods brand manager for bitesize Sally Barton. “We constantly take steps to keep up-to-date with consumer tastes and ensure our sharing portfolio remains as relevant as possible.”

Kraft said the chocolate bags category is worth around GBP324m and is growing at 5.7% year-on-year. Bitesize products currently account for 9.5% of standard confectionery sales.

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