Mondelez is extending its £50m Cadbury Dairy Milk Marvellous Creations sub-brand into sharing bags.
Available to retailers from next week, Marvellous Mix-Ups are bags containing a mixture of chocolates and either mini Oreo biscuits or Maynards sweets. They are available in 110g (Oreo variant) and 124g (Maynards) packs, both with an rsp of £2.13.
“We wanted to offer something different that wouldn’t steal from our block chocolate,” said Mondelez marketing activation director Matthew Williams.
Mondelez is also extending its Marvellous Creations block chocolate range with a Banana Caramel Crisp line containing banana candy, caramel cubes and crispy pieces in a 200g tablet and 47g countline.
The launches will be supported by a £4.5m marketing spend on Marvellous Creations in 2014 that will include TV, outdoor and digital activity. Williams said in-store activation would include sampling and off-shelf displays.
Marvellous Creations launched a year ago and has grown to £49.7m [Nielsen 52 w/e 25 January 2014], with 49% of sales incremental to the category, according to Kantar data. Mondelez said the range achieved sales of £20m in its first 12 weeks alone.
“We believe we’ve got a unique concept in the market,” added Williams.
The sub-brand is attracting licensees, with Marvellous Mix-Ups pot desserts rolled out last month by Müller and R&R Ice Cream currently looking at developing Marvellous Creations ice cream products.
