Partnership aims to tap into indulgent demands
MAJOR chocolate brand Cadbury Dairy Milk has launched its latest innovation with the new Cadbury Dairy Milk Biscoff bars in partnership with Lotus Bakeries.
Combining the smooth and creamy taste of Cadbury Dairy Milk with the much-loved Lotus Biscoff biscuits, the new launch comes in a 95g price-marked pack with an on-pack price of £1.69 as well as a plain pack format with an RRP of £1.75. There is also a larger 105g format for £2 RRP.
The partnership between the two iconic brands aims to unite their respective classic tastes and textures into the one product that taps into the rising consumer interest for new flavours, textures and to drive cross-brand excitement in the sector. The partnership between the two brands was first announced in summer 2024.
To help support retailers with the new launch, parent firm Mondelēz International has rolled out a suite of promotional activity for retailers to make the most of.
This includes a range of co-branded POS materials, showcasing how the two brands have came together for this new launch, with a blend of the brand’s purple and red colourings which have become synonymous with the two.
The partnership will also be supported with an above-the-line campaign across social media, influencer and seasonal content to help ensure Cadbury Dairy Milk Biscoff remains relevant across the entire year.
Convenience retailers can also visit SnackDisplay.com for more ranging and merchandising advice and to request POS materials.
Connor Gould, brand manager for Cadbury Dairy Milk, said: “We are delighted to be partnering Cadbury Dairy Milk with the much-loved flavours and textures of Lotus Biscoff.
“Combining two delicious favourites is a great way to give consumers the best of both, creating the perfect pairing for them to enjoy the smooth, creaminess of Cadbury Dairy Milk mixed with the classic crunch and unique flavour of Biscoff that consumers love.
“As a result, the new Cadbury Dairy Milk Biscoff is sure to utilise consumer demand for unique flavours to help drive category growth.”
