Cadbury introduces two new products under Darkmilk brand


Cadbury has unveiled two new new products under its new Darkmilk brand launched last year.

Cadbury Darkmilk with Crunchy Cocoa Pieces will hit the shelves this month, followed by Cadbury Darkmilk Giant Buttons next month.

“Dark chocolate accounts for 6 percent of total chocolate sales, and sales are growing at 16 percent [Nielsen] – which is 6 percent ahead of milk chocolate. We know that shoppers respond to more innovation in the category, and that’s what we’re introducing with these two new launches,” said Pippa Rodgers, brand manager for Cadbury Darkmilk.

The launches will be supported by two bursts of advertising across April and October this year. The campaign will include PR, TV and out of home advertising, as well as in-store support for retailers.

There will also be strong sampling activity and a social media influencer campaign.

Available in an 85g tablet format, Cadbury Darkmilk with Crunchy Cocoa Pieces has an RRP of £1.50. Cadbury Darkmilk Giant Buttons come in two formats, 105g with RRP: £1.99 and 90g (PMP/No PMP) priced at £1.