Mondelez International unwraps second Cadbury biscuits NPD

Mondelez International is unveiling its second Cadbury biscuit launch – Cadbury Crunchy Melts – which will bring a delicious and multi-textural sensation to the market.

Available from this month, new Cadbury Crunchy Melts are crunchy chocolate chip cookies with a soft melting centre – the ideal rewarding treat or sign off to a meal. For those seeking a little more luxury, the cookies can be heated up in the microwave by following the instructions on pack. The new cookies come in 156g multipacks in three variants – Chocolate Centre, Double Indulgence and Soft Cookie Centre. A £1.29 PMP is also available on the Chocolate Centre variant.

The launch aims to grow penetration of the special treat segment which will in turn, drive incremental sales for the biscuits category. Cadbury Crunchy Melts will benefit from a brand new TV campaign for Cadbury Biscuits and be supported through in-store activity.

Chiara Missio, Marketing Manager for Cadbury Biscuits, comments: “Our vision for Cadbury Biscuits is to bring more moments of joy for biscuit lovers across Britain. Cadbury Roundie was our first step towards this and has already delivered £2.1m after just 10 weeks in market.

“Sales of traditional Everyday Biscuits have been declining as shoppers seek more premium experiences in the treat segment. We believe that this launch will be a hit with those consumers trading up by offering a premium and fun sweet treat that stimulates the senses from the nation’s favourite chocolate brand.