Cadbury challenges consumers to guess mystery Dairy Milk flavours

An innovative move from Cadbury in the UK will see the brand launching a nationwide competition in stores this summer, challenging consumers to guess the identity of two new Dairy Milk mystery bars, reports Neill Barston.

As Confectionery Production has previously reported, the business has previously enjoyed notable success with campaigns surrounding development of new chocolate flavours, with its latest initiative continuing in that vein.

The brand, which has been a consistent flagship for the company’s parent business, Mondelez International, is inviting shoppers to become flavour detectives for the chance to win an incredible mystery prize worth £5,000. Cadbury Mystery Bars are set to put the nation’s tastebuds to a tantalising test, combining the the nation’s favourite Cadbury Dairy Milk chocolate1 with two mystery-flavoured fillings. Cadbury Mystery Bars 01 and 02 will be available in 43g single bars and 170g tablets.

Consequently, the venture will engage consumers in solving a delicious mystery and give them the opportunity to enter the competition online: (which can also be accessed via a QR code on-pack). The promotion is being supported by a significant consumer campaign including in-store support, digital, out of home, social media, audio and PR. Cadbury Mystery Bars is the latest in a stream of highly impactful consumer activations from the nation’s favourite chocolate brand.

Pippa Rodgers, Brand Manager Cadbury Dairy Milk at Mondelēz International, said: “We are incredibly excited to launch this brand-new competition from Cadbury Dairy Milk and challenge the nation to solve the flavours of Cadbury Mystery Bars. We can’t wait to see the public’s reactions and creative guesses as friends and family come together to solve the mystery flavours!”

“All I can tell you for now,” Rodgers continues, “is that the two new bars are the nation’s favourite Cadbury Dairy Milk but with a delicious mystery flavour filling for your shoppers to try and solve. All will not be revealed…yet!”

The two new Cadbury Mystery Bars flavours will be hitting shelves from mid-July in single and tablet formats and will be available until October. Retailers can visit for more merchandising advice and information on further boosting the chocolate category in their store.

Significantly, the brand added that the mystery products, based around Dairy Milk, will be available from Mid July, and  will be in single bar 43g; and Tablet 170g format sizes.



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