Cadbury Adds a Nibble to its Bitesize Range

CDM Caramel Nibbles will come in a re-sealable bag with bright and visible branding in line with the Cadbury Dairy Milk Caramel re-launch in March 2009.

16 Sep 2009 --- Cadbury, the UK's number one confectionery manufacturer, is delighted to announce the launch of Cadbury Dairy Milk (CDM) Caramel Nibbles, the exciting new addition to the bitesize range launched earlier this year.

Like the other products in the bitesize range (Cadbury Clusters, Cadbury Raisins, Cadbury Peanuts and the re-launched CDM Giant Buttons) CDM Caramel Nibbles will come in a re-sealable bag with bright and visible branding in line with the Cadbury Dairy Milk Caramel re-launch in March 2009. CDM Caramel Nibbles are small buttons of Cadbury Daily Milk chocolate with a smooth caramel filling.

CDM Caramel Nibbles have strong on-shelf stand-out and should be merchandised alongside the current bitesize range including Cadbury Clusters and CDM Giant Buttons. POS will include pre-filled HODS, driving visibility in store.

To celebrate the launch, from the 5th of October the glamorous Caramel Bunny will be returning to reveal the latest addition to the Cadbury Dairy Milk range. The campaign will include outdoor and press advertising, PR, sampling and online activity with a media value over £1m.

Kate Harding, Trade Communications Manager at Cadbury, comments: "Following the re-launch of the CDM Caramel bunny and the new look design, Cadbury Dairy Milk Caramel is leading the growth within the CDM range at a rate of 16.6%. It continues to be a firm favourite with shoppers.

"The existing bitesize range is already worth a value of £21.9m and the category grew by 38% when it was introduced. We believe CDM Caramel Nibbles will open up new consumption occasions for CDM Caramel fans, in addition to appealing to new consumers of the brand offering a great opportunity to help retailers drive sales and grow the category."