UK: Cadbury set to launch new cross-category flavours

Cadbury is set to introduce two new cross- category flavours with the launch of Cadbury Dairy Milk Lu and Cadbury Dairy Milk Ritz.

The new combinations will bring the savoury biscuit brands Lu and Ritz into the Cadbury brand range. According to FDIN, the new additions will be supported by a 7.5 million marketing investment including digital and sampling activity.

The move follows the introduction by Mondelez International in 2013 of Cadbury with Oreo and Daim which generated over £19.3 million.

“We’re incredibly excited to be welcoming more delicious combinations into the portfolio. There’s nothing else like them in the category and we believe they will bring a fantastic opportunity for retailers to drive impulse purchases during the afternoon dip,” said Matthew Williams, marketing Director at Modelez International.

Cadbury Dairy Milk Lu and Cadbury Dairy Milk Ritz will be available in 35g portions, priced at an RRP of 58p.

Source: FDIN