Mondelez International is expanding its Cadbury Dairy Milk range in the UK by launching a line that pairs it with a second chocolate brand, Daim.
The company said the move was expected to “drive incremental sales” in the chocolate tablet category.
“Bringing together big names creates excitement among consumers of both brands, opening up a much larger market and encouraging impulse purchases,” Cadbury Dairy Milk marketing manager Rick Lawrence suggested.
The launch will be supported by a “six figure” marketing investment, the group added.
Last October, Mondelez launched Cadbury Dairy Milk with Oreo in the UK, a bar that contained crunchy cookie pieces. The company said the line had grown to become the “number three small tablet” this year.
Additionial reporting by Katie Smith.
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