Kraft Foods has added to its range of confectionery designed for sharing with the launch of Cadbury Bitsa Wispa.
The launch of the “bite-sized chocolate chunks” will be supported by a GBP3.5m (US$5.5m) marketing campaign later this year.
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“With the launch of Bitsa Wispa we are looking to continue the success of the growing Cadbury branded sharing portfolio,” said Kraft brand manager for bitesize Sally Barton. “We are confident that the new addition will be just as successful as its predecessors thanks to the ever increasing popularity of sharing formats.”
Cadbury Wispa, which was relaunched in UK in 2007 following a consumer social media campaign, generates sales of GBP49.3m, Kraft said, citing Nielsen data.
The launch of Bitsa Wispa followed the introduction last year of Cadbury Twirl Bites, another sharing product Kraft said would capitalise on consumers having a “big night in”.
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