Mondelez is bringing Cadbury Caramilk to the UK.
The bars, which until now were only available in Australia, are made of a caramelised white chocolate sourced from sustainable cocoa.
They had a “smooth, silky texture that melts in your mouth”, said Cadbury marketing director Benazir Barlet-Batada.
The UK and Australia had a “really special relationship when it comes to chocolate”, she added. “A lot of what is successful over there ends up being successful here – Caramilk sold out in 2018 and 2019 there.”
The confectioner is hoping to lure millennials and young families with the launch – it targeted older shoppers with Cadbury Darkmilk in 2018.
The brand wanted “to bring incrementality to the market”, said Mondelez trade communications manager Susan Nash.
The launch would be backed by a “massive” campaign, added Barlet-Batada, spanning in-store, sampling, out of home, PR, social and digital, as well as PoS materials.
Caramilk will be available in 90g tablet and 37g bar form (rsp: 69p-£1.50).
Cadbury has gone from strength to strength over recent years: the UK’s biggest grocery brand, it shifted an extra 71.7 million chocolate bars in 2020, adding a colossal £140.1m to its value – an increase of 8.3% [Nielsen 52 w/e 26 December 2020].
It was the greatest gain of any brand in The Grocer’s Britain’s Biggest Brands 2021 report, with Dairy Milk accounting for 50.4 million of those extra bars sold [Nielsen].