Cadbury is to launch a direct rival to Nestlé’s Kit Kat.
The confectionery giant will throw a chocolate and wafer offering into the market this September under its number one selling Dairy Milk banner.
The launch is likely to provide further cause for concern at Nestlé, which saw its Kit Kat sales fall by more than 9% last year (The Grocer Top Products Survey, December 13).
Dairy Milk Wafer will follow the same block format as the classic Dairy Milk chocolate but will have a wafer biscuit running through the bar.
The move is part of Cadbury’s ongoing programme to ramp up Dairy Milk’s new found position as confectionery’s biggest power brand.
The company managed to turn Dairy Milk into Britain’s favourite countline trademark by throwing existing offerings, including Caramel and Crispies, under the banner. Wispa also got the same treatment earlier this year and is now called Dairy Milk Bubbly.
Mike Tipping, head of customer relations at Cadbury Trebor Bassett, said Dairy Milk Wafer (rsp: 39p) would attract a younger male audience and take the Cadbury Dairy Milk brand into the morning snacking occasion, the same territory in which Kit Kit made its mark.
“It’s a new way to enjoy Dairy Milk,” he added. It was also a good combination with coffee, he said, and could also be merchandised in c-stores and forecourts.
Tipping said the media support behind the launch in September would be “large” with a TV advertising campaign based on a ‘happiness’ theme as well as Coronation Street credits.
The confectionery giant will throw a chocolate and wafer offering into the market this September under its number one selling Dairy Milk banner.
The launch is likely to provide further cause for concern at Nestlé, which saw its Kit Kat sales fall by more than 9% last year (The Grocer Top Products Survey, December 13).
Dairy Milk Wafer will follow the same block format as the classic Dairy Milk chocolate but will have a wafer biscuit running through the bar.
The move is part of Cadbury’s ongoing programme to ramp up Dairy Milk’s new found position as confectionery’s biggest power brand.
The company managed to turn Dairy Milk into Britain’s favourite countline trademark by throwing existing offerings, including Caramel and Crispies, under the banner. Wispa also got the same treatment earlier this year and is now called Dairy Milk Bubbly.
Mike Tipping, head of customer relations at Cadbury Trebor Bassett, said Dairy Milk Wafer (rsp: 39p) would attract a younger male audience and take the Cadbury Dairy Milk brand into the morning snacking occasion, the same territory in which Kit Kit made its mark.
“It’s a new way to enjoy Dairy Milk,” he added. It was also a good combination with coffee, he said, and could also be merchandised in c-stores and forecourts.
Tipping said the media support behind the launch in September would be “large” with a TV advertising campaign based on a ‘happiness’ theme as well as Coronation Street credits.
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