NPD
Cadbury announces arrival of dark milk chocolate bars to the UK
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.
