Cadbury has expanded its Caramel brand with the launch of a new Salted Caramel range.
The Cadbury Dairy Milk Salted Caramel range is rolling out this month in three formats – tablet (120g, RRP £1.49), buttons (120g, RRP £1.50) and fingers (114g, RRP £1.85). It follows the introduction of Cadbury Wispa Gold Salted Caramel in August 2022.
The brand noted that new flavour launches are one of the key drivers of chocolate sales, with caramel performing well as the most popular flavour addition in standard chocolate. Within this, salted caramel is ranked as the fourth most popular chocolate NPD flavour. Products containing salted caramel flavour have seen 17% growth over the last two years and helped to deliver £36m in retail sales.
“Salted Caramel is incredibly popular with shoppers, and as a flavour is second only to orange in terms of growth over the last two years,” said Christina Bland, Brand Manager for Cadbury at Mondelēz International.
“We’re delighted to bring this popular flavour to the iconic Cadbury Caramel brand to create a salty-sweet combination that is sure to appeal to chocolate shoppers. The three product innovations in the range are ideal for consumers looking for sweet products for big nights in, which are a continually growing opportunity at a time when people are looking to be careful with money but still wanting to enjoy a treat.”
The launch of the Salted Caramel range will be supported by social media, digital marketing and in-store support, including PoS material.
