Biscoff Dairy Milk among Mondelēz’s Christmas confectionery stars

An inventive mix of classic confectionery favourites and newly designed treats including a new Dairy Milk Biscoff line are among Mondelēz International’s major Christmas highlights, writes Neill Barston.

The global manufacturer’s festive drive, like many in the sector, started early this year, with its initial campaigns beginning back in September, with the company engaged with retailers on promoting sharing-based products, including seasonal tablets.  

Those early launches included festive offerings including fresh designs for Cadbury Roses and Cadbury Heroes, which also served to support the Halloween market.

Notably, as the company explained, following reported success with its Toblerone Milk Diamond Truffles, the company is introducing two new indulgent SKUs to the Toblerone Truffles range this festive season: Toblerone Assorted and Toblerone Golden Caramel Diamond Truffles.

The Assorted Truffles SKU adds three new truffle flavours to the range, Dark, Golden Caramel and White Truffle, which join the existing Milk Truffle.

Another favourite is the The Cadbury Puds range, which expanded last year with Mini Puds, bringing this festive favourite into a bitesize bag format for the first time. The bags feature Puds’ iconic festive design and appeal to shoppers looking for a stocking filler gift or even as a treat to enjoy themselves.

Range extension
In addition, the company’s flagship Oreo brand has revived its Gingerbread edition for the second year running after proving one of last year’s most sought-after launches.

This will be boosted by a brand-new assortments pouch, featuring three different types of Oreo, as well as also bringing back its White Enrobed variety, which proved the company’s most popular festive biscuit.

Keeping on trend with the season, the company’s Cadbury Snowy Fingers, the winter twist on the classic Cadbury Fingers with a milk and white chocolate coating, is also returning to shelves for 2025, alongside Cadbury Festive Animals, to tap into more festive joy.

This year, Mondelēz International is bringing something unique to shoppers’ advent countdown with the launch of the Cadbury Dairy Milk Biscoff Advent Calendar, featuring 24 Cadbury Dairy Milk chocolates. Twelve of these are Cadbury Dairy Milk chunks while the other 12 are Cadbury Dairy Milk chunks with crunchy lotus Biscoff pieces and Biscoff spread.

As the company notes, some 50% of winter sales are made in December, reflected by the fact seasonal sales rising a notable 55% in the week of Christmas itself.

Consequently, Mondelez will be ramping-up its activity surrounding selection boxes such as the Cadbury Medium Selection Box, as well as Cadbury Milk Tray, which is considered the nation’s favourite chocolate gift.

As the business aded, there is also a nationwide rollout of a Cadbury Dairy Milk Mixed Chunks Sharing Tin, featuring individually wrapped chunks of Cadbury Dairy Milk, Cadbury Dairy Milk Whole Nut and Cadbury Dairy Milk Caramel, as well as a 360g Cadbury Mini Snow Balls bar.

Gifting blocks make up 5% of total winter confectionery sales, so they are recommended for retailers to stock in the weeks leading up to Christmas Day. Cadbury offers a wide range of gifting blocks including the classic Cadbury Dairy Milk 360g bar. For 2025, Mondelēz International is introducing a Cadbury Dairy Milk Biscoff 350g block to shelves, helping retailers further tap into the sharing occasion with this iconic flavour.

Finally, Mondelēz International is bringing back a family favourite, with the return of the beloved Cadbury Dairy Milk Coins, which were a huge nostalgic success for the company.  

Nicole Partridge, Senior Brand Manager, Christmas, at Mondelēz International, enthused about its festive offerings. She said: “With Cadbury Cadbury being the leading Chocolate supplier , we’re in a great position to spruce up retailers’ ranges this winter, with our much-loved seasonal range. Our iconic seasonal products allow consumers to tailor their festive snacking to their own requirements. Whether that’s a quick bite while relaxing in front of the TV with our Cadbury Dairy Mini Puds or providing an array of snacks for the whole family with our Cadbury Dairy Milk Mixed Chunks sharing tin, it has to be Cadbury this Christmas.

“This Christmas we’re extending our successful partnership with Lotus Biscoff even further, introducing our second piece of NPD with our new Cadbury Dairy Milk Biscoff Advent Calendar, the most indulgent way to count down to the big day. Our hugely successful Cadbury Dairy Milk Biscoff bars are also expanding into a new, larger gifting format, as they’re simply too delicious to be enjoyed alone.”