Mondelēz International has unveiled a new limited-edition Cadbury Dairy Milk flavour for summer, aiming to boost confectionery sales during the warmer months by encouraging shoppers to enjoy chocolate chilled.
Cadbury Dairy Milk Strawberries & Creme Frappe combines the brand's signature milk chocolate with a strawberry and creme frappe-inspired filling, tapping into growing consumer demand for seasonal and indulgent flavour experiences.
The launch follows last year's limited-edition Cadbury Dairy Milk Iced Latte tablet, which capitalised on the long-running "fridge versus cupboard" debate around chocolate consumption during hot weather.
According to a research commissioned by Cadbury in April last year, 69 per cent of consumers chill their chocolate during summer, while strawberry ranks as the second most popular summer flavour after caramel.
The new product is positioned as a sales opportunity for convenience retailers, with innovation continuing to play a key role in driving category growth. Mondelēz noted that 68.6 per cent of retailers believe new product development helps increase sales when stocked alongside core confectionery lines.
Available in a 115g price-marked pack with an RRP of £1.75, the tablet is designed to encourage impulse purchases and incremental sales during the peak summer trading period.
"Seasonal innovation plays an important role in keeping the chocolate category exciting and relevant for shoppers year-round," Cadbury marketing manager Michael Moore said.
"This summer, our limited-edition Cadbury Dairy Milk Strawberries & Creme Frappe flavour taps into shoppers' appetite for refreshing flavours, like strawberry, and the ongoing debate of putting your favourite chocolate in the fridge to enjoy it chilled."
Cadbury Dairy Milk Strawberries & Creme Frappe is available from June across grocery and convenience channels and will remain on sale throughout the summer.