Published by: Joe Lenane | Published Date: 7th August 2012
Kraft Foods is adding an exciting new savoury twist to its sharing bag offering, combining pretzels with Cadbury milk chocolate.
The new addition, available to order from 13th August, will help to champion snacking products for the whole family and meet a growing consumer demand for bitesize and sharing offerings.
Following a market growth of 14% for pretzels and the incredibly successful launch of Cadbury Popcorn in May this year, Kraft Foods is helping retailers to capitalise on the booming bitesize market. With a variety of exciting launches in recent months, Kraft Foods has grown their snacking category at 76% YoY, currently seeing over £100m in sales.
The addition of Cadbury Pretzels brings something different to the sharing range which already comprises Cadbury Dairy Milk (CDM) Giant Buttons, Cadbury Clusters, Cadbury Raisins, Cadbury Peanuts, CDM Caramel Nibbles and Cadbury Crunchie Rocks, and has seen the addition of Bitsa Wispa and Cadbury Popcorn already this year. As with other sharing bags in the brand‟s portfolio, the Cadbury Pretzels packet will be re-closable.
The chocolate bags category is already worth £324m4 and is growing at 5.7% YOY. Bitesize products currently account for 9.5% of standard confectionery sales6. The success of the sharing bag category is largely thanks to the trend for „Big Nights In‟ and the way these formats offer consumers a new way of sharing their favourite Cadbury branded chocolate with friends and family. Both Cadbury Pretzels and Cadbury Popcorn provide a more sophisticated sharing offering and are ideal for serving at a more formal occasion such as with drinks at a dinner party.
Kraft Foods will be supporting the launch with a heavyweight marketing investment which will include POS such as pre-filled units, sampling, and outdoor advertising. It is recommended that retailers should merchandise the new launch with the Cadbury chocolate sharing bags range and consider secondary siting as part of a "Big Night In‟ fixture, to drive incremental sales.
RRP - £2.03
Outer – x10 units