Cadbury launches new chocolate bar featuring legendary biscuit

Cadbury has unveiled a new chocolate bar showcasing a beloved biscuit flavour. The Birmingham-based confectioner has announced the latest addition as it refreshes its “premium” collection – complete with eye-catching new packaging for chocolate enthusiasts to discover.

The revamped Cadbury & More range has been relaunched, introducing a Biscoff variety, which accompanies the existing Caramel Nut Crunch and Nutty Praline Crisp options. Cadbury & More Biscoff boasts “an indulgent Biscoff spread centre topped with crunchy Biscoff biscuit chunks,” according to Cadbury. It is “encased in Cadbury chocolate”, as well, as one might anticipate.

The new offering is expected to generate additional enthusiasm within the category, particularly amongst younger adult consumers who are fuelling appetite for luxurious flavours.

The latest introduction is anticipated to contribute further value to the existing Cadbury & More product line-up, with the range now valued at £13.5million, reports BirminghamLive.

Ellie Swales, brand manager for Cadbury Tablets at Mondelēz International, said: “Cadbury & More was developed to deliver a unique and indulgent experience for consumers, bringing something new to the chocolate category, and this next phase represents a bold step forward for the brand.

“Refreshed packaging, establishing a new visual identity and the launch of Cadbury & More Biscoff are intended to drive wider appeal to our younger consumer target and redefine indulgence.

“The new addition to the range brings excitement to the category whilst reinforcing Cadbury’s credentials in indulgence. Our focus is to deliver incremental category growth, by offering unique experiences that drive engagement and increase basket value.”

In order to back the launch, a fresh creative platform, Give into More, will be unveiled across various channels, ensuring the brand is impossible to overlook.

Alongside the relaunch comes a “bold new visual identity” specifically crafted to “maximise presence” on supermarket shelves – and distinctly set apart the range from the core Cadbury portfolio.