The Dairy Milk Bubbly Mini is made using the same innovative bubble moulds as its larger 90g counterpart – launched at the beginning of 2012.
The launch of the 90g format was the biggest chocolate tablet launch in the past five years. Kraft revealed that the brand is already worth £10.1m in retail sales YTD.
Kraft added that the new smaller format builds on the strong foundation that the tablet bar has already laid and provides consumers with the perfect size unit to enjoy the product in ‘self eat occasions’, such as at home or on the go.
The firm added that the launch will help to grow the singles category overall.
Kraft revealed that the launch of the Cadbury Dairy Milk Bubbly tablet attracted a high volume of female consumers – accounting for 74% of purchasers. The company says it anticipates that the Bubbly Mini will similarly drive female sales in the singles market.
The launch of the new mini bar is to be supported with a £1.5m above the line marketing campaign to boost the already high awareness of the Bubbly brand, said Kraft.
The campaign will focus on growing the existing awareness using social media, TV advertising and point of sale.