Cadbury offers debut for first HFSS launch with Dairy Milk Fruitier and Nuttier range

A key new product series has been unveiled by Cadbury in launching its first non HFSS product range, with four lines within its Dairy Milk Fruitier and Nuttier range, reports Neill Barston.

The business recently released its State of Snacking report, from which emerged a clear and sustained trend in better-for-you confectionery options, with its latest series in Britain designed to comply with upcoming government regulations which were unveiled last autumn, and are to shortly be fully rolled-out.

Notably, the series has been designed with the consumer in mind, the products are lower in sugar and saturated fat, whilst being higher in fibre and protein to give consumers options for health-conscious snacking.

Its Cadbury’s Dairy Milk Fruitier and Nuttier Trail Mix offers a mix of fruits, nuts and Cadbury chocolate: raisins, sultanas, cranberries, roasted almonds and hazelnuts, and its classic Cadbury Dairy Milk chocolate buttons,  dusted with cocoa powder. Meanwhile, Cadbury Dairy Milk Fruitier and Nuttier Bars have been devised with a blend of fruits, crispies, cocoa and crunchy nuts topped with a layer of milk chocolate.

Adam Harris, Principal Scientist, Global Wellbeing Chocolate and Technology Lead, Mondelēz International, welcomed the prospect of the new ranges, which will hit retailers from next month.

He said: “In my 25 years of developing Cadbury products this is one of the most exciting developments I have had the pleasure to work on, that helps to give our consumers more choice when enjoying a treat, without compromising on taste or texture, and ensuring Cadbury Dairy Milk Chocolate is at the heart of the products.”

“We’ve had an amazing team of product developers and scientists applying their knowledge and experience to ensure we provide our consumers with the best tasting products. I am really proud of the products and excited that we can bring consumers the awesome Fruitier and Nuttier range.”

The launch will be supported across digital and OOH, along with an in-store activation from March. Ranged within the chocolate aisle, the Cadbury Dairy Milk Fruitier and Nuttier products feature a vibrant pack design launched under the Cadbury Dairy Milk brand, standing out on-shelf as a unique and incremental proposition to both the brand and the confectionery category.

Available in the UK this March, Cadbury Dairy Milk Fruitier and Nuttier Bars will be rolling out in a 4 x 30g multipack, and Cadbury Dairy Milk Fruitier and Nuttier Trail Mix will be rolling out in single-serve 3 x 35g multipack and 2x 100g sharing bag options.

Paola Cassinelli, Marketing Lead at Mondelēz International, added: “We are extremely proud to be unveiling Cadbury Dairy Milk’s first-ever non-HFSS range. There is an ever-growing consumer demand for health-conscious treats that still deliver on taste, and Cadbury Dairy Milk Fruitier and Nuttier’s unique offering will help retailers tap into this and maximise their non-HFSS sales. While the share bag looks to appeal to those spending a relaxing evening in with loved ones, the bar and single-serve bags are ideal for shoppers seeking a tasty afternoon treat at home or on-the-go.”


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