MONDELEZ International aims to to smooth talk confectionery lovers with the latest in its eclairs range – Cadbury Eclairs Velvets.
It’s a soft version of the traditional caramel and chocolate sweet, featuring caramel with a chocolate centre wrapped in Cadbury milk chocolate.
The product hit the shelves last month and is available in a 151g pack with an RRP of £1.99.
The launch is being supported by a £2m UK marketing campaign that includes TV and digital advertising, outdoor posters, POS materials, and sampling activities.
The launch comes after the introduction of Cadbury Eclairs Orange Twist and Hazelnut Twist variants, which Mondelez says have been successful.
Nielsen data showed them to be the top two new products in the ‘indulgent candy’ category in 2013, said the sweets giant.
Kaitlin Williams, candy brand manager at Mondelez International, said: “Cadbury Eclairs is already worth £16.4m according to Nielsen and we’re hoping to grow sales even further with this latest innovation.”