Cadbury is launching a luxurious milk chocolate brand to plug a gap for an "overtly feminine offer" and tap growth in the female-to-female gift sector.
Koko by Cadbury, which hits shelves next month in handbag-shaped boxes in brown and pink shades, consists of milk chocolates with rich truffle centres (rsp: £3.89 for 200g). It is being positioned as an "affordable luxury" and would make the perfect present, said trade communications manager Kate Harding.
"We have identified that female-to-female gifting is a growing area as women have a desire to treat and be treated," she said. "Koko by Cadbury will appeal to this audience in particular."
Koko was the prominent motif on-pack but 'by Cadbury' had been added to reassure shoppers of its taste credentials and heritage, said Harding.
"We needed to differentiate our new 'special' offer from our current one."
Koko by Cadbury, which hits shelves next month in handbag-shaped boxes in brown and pink shades, consists of milk chocolates with rich truffle centres (rsp: £3.89 for 200g). It is being positioned as an "affordable luxury" and would make the perfect present, said trade communications manager Kate Harding.
"We have identified that female-to-female gifting is a growing area as women have a desire to treat and be treated," she said. "Koko by Cadbury will appeal to this audience in particular."
Koko was the prominent motif on-pack but 'by Cadbury' had been added to reassure shoppers of its taste credentials and heritage, said Harding.
"We needed to differentiate our new 'special' offer from our current one."
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