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Cadbury announces arrival of dark milk chocolate bars to the UK

By Anthony Myers contact

- Last updated on GMT

The New Cadbury Darkmilk bar. Pic Cadbury
The New Cadbury Darkmilk bar. Pic Cadbury
Chocolate manufacturer, known for its Dairy Milk bar, will introduce ‘original’ plain flavor and a roasted almond one – and is first of big companies to add a standard dark milk option to its range.

Cadbury is launching a Darkmilk bar in the UK from September that has a much higher cocoa content than its popular Dairy Milk option to reflect the increasing demand for ‘pure’ chocolate bars.

Made with 40% cocoa solids and 14% milk solids, Darkmilk offers “a more grown-up taste​” than Dairy Milk, which is 23% cocoa and 20% milk, said Cadbury owner, Mondelēz International.

Cadbury is the first of the UK’s major confectionery companies to add a standard dark milk chocolate option and it follows innovative brands such Montezuma’s and Divine Chocolate who recently introduced premium 54% and 45% cocoa variants, respectively.

After the successful roll-out of Darkmilk in Australia, where Mondelēz reported first-year sales of A$18m ($13.30m), the company said its ambition in the UK was “for a £10m ($12.9m) brand (RSV) by the end of its first full year of distribution – around 18 months to two years’ time​”.

Mondelēz also confirmed that the UK launch will be supported by a £6m ($7.75m) investment, including in-store activation, PR and digital activity.

The new range would appeal to older consumers who “find dark chocolate a little too bitter​” said Mondelēz. In comparison, Cadbury’s dark Bournville, most popular with over-55s, is 36% cocoa with no milk.

Earlier this year, Cadbury revealed that is launching a low-sugar Dairy Milk bar that contains 30% less sugar​ but claims it tastes exactly the same.

Size reduction

Mondelēz has also shrunk the size of the new Darkmilk bar – making it appear healthier. A standard Dairy Milk bar weighs 110g and normally costs £1.50 ($1.94), whereas Darkmilk is 23% smaller at 85g but still retails at the same price. Cadbury has also shrunk the recommended portion size.

Darkmilk was aimed at “democratizing dark chocolate​” said Benazir Barlet-Batada, marketing manager & Cadbury brand equity lead at Mondelēz.

A range of products and tastes are required to give consumers variety and choice, and that’s why we are expanding the Cadbury range with a brand new type of chocolate​,” she added.

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