Cadbury is set to launch four limited-edition Dairy Milk Summer Edition bars and a new Iced Latte flavour.
Available from June, the packaging innovation features four summer-themed designs, all reflective of a traditional British summer: deck chairs, umbrellas, kites and inflatables. Using thermochromic technology, the wrapper visually transforms to reveal a deep blue colouring when each bar is chilled.
Retailers can purchase a mixed case containing all four designs, which are all available across non-PMP 110g packs, while the umbrella design is available in the 95g PMP pack. Each pack has an image encouraging consumers to ‘Chill to Reveal’ the unique design.
Meanwhile, the new Cadbury Dairy Milk Iced Latte flavour combines coffee cream with biscuit pieces, all enrobed in Cadbury Dairy Milk chocolate. It is available in both PMP and non-PMP packs.
Mara Popa, Junior Brand Manager, Cadbury Dairy Milk, said: “This summer, Cadbury Dairy Milk is reigniting the debate around storing chocolate in the fridge. Our new Cadbury Dairy Milk Summer Editions range features cold-activated packs, reminding consumers that chocolate is a great snacking option in the warmer weather.
“Additionally, our limited-edition Cadbury Dairy Milk Iced Latte tablet is designed to excite consumers with a brand new flavour crafted for summer. This NPD also features colour-changing packaging, highlighting the chilled chocolate trend in a playful way and tapping into the debate.”
The Summer Editions launch will be supported by digital and in-store activations, asking consumers to Chill to Reveal.
