Cadbury Bournville is moving into the sharing bag format for the first time, with the launch of new Cadbury Bournville Giant Buttons, available nationwide from March.

Cadbury said the introduction of Bournville Giant Buttons in a sharing bag format will meet the consumer need for a dark chocolate offer. The Cadbury sharing bag portfolio is – now worth £126 million and growing at 6.6 percent – led by Cadbury Dairy Milk Giant Buttons which is the best-selling product in the segment.

Mathieu Maggi, brand manager for Cadbury Bournville, said: “Dark chocolate penetration is growing in the UKiii, and we know there are only a few players present within sharing bag. By teaming the most recognisable dark chocolate brand with the iconic Cadbury Giant Button format, we believe we’ve created a real opportunity for retailers to drive sales”.

The new sharing bag follows the launch of Bournville Orange 100g tablet in January.

The launch of sharing bags, available with an RRP of £1.49 and in £1 PMPs, will be supported by in-store investment.