Posted onDecember 21, 2013
Cadbury Eclairs is bringing a twist to the confectionary category this summer, growing its range with the launch of a new Hazelnut flavour Eclair.
The chocolate centre of the new Hazelnut Twist variant is combined with hazelnut flavours, which are covered with caramel to create a mixture of tastes and textures when eaten.
The 130g bags will also be available in special £1 RRP PMP packs to help convenience retailers encourage sales at launch.
The launch aims to create a new indulgent sub-segment and attract new and younger consumers, driving excitement among consumers by bringing much-needed innovation to the category.
The launch will be supported by a £2 million UK marketing investment in 2013, including TV, outdoor, POS, in-store, and sampling activity.
Kaitlin Rimington, candy brand manager at Mondelēz International, said:
“We’re aiming to bring more people to the category by increasing relevance and reigniting consumers’ love for Cadbury Eclairs through innovation and the strength of our brand – which is already worth over £16 million and growing at 2.4% year on year.
“Hazelnut is a popular chocolate flavour in the UK, and because the flavour is in the chocolate centre rather than the caramel, you can really taste the different layers as you enjoy the sweet; the experience is a true journey of the senses.
“We think this variant bring something totally new and special to the indulgent candy category, which we hope will help to drive penetration and frequency.”
Cadbury Eclairs Hazelnut Twist and Cadbury Eclairs Classic are all available to order in new 130g packs (10 packs per outer), priced at £1.00 RRP.