Cadbury extends masterbrand with Turkish bar
Cadbury is to expand its flagship Dairy Milk range with the launch of a single Cadbury Dairy Milk Turkish bar.
The bar will contain a thin layer of Turkish Delight surrounded by
chocolate.
The variant is already available as a 200g block chocolate.
The product will be supported by trade marketing and follows the launch
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the shelves and leverage the Cadbury Dairy Milk masterbrand.
The chocolate giant expects to add further products and variants during
the coming year.
The launch will not affect the Fry's Turkish Delight bar. A Cadbury
spokesman said: 'The Dairy Milk brand is aimed at a younger audience,
while Fry's Turkish Delight, as the oldest brand in the marketplace,
naturally has an older audience.'
The launch forms part of a strategy to offer more choice in the Dairy
Milk portfolio.
Cadbury increased its marketing spend by £5m this year to
celebrate its centenary, with a campaign based on the message 'You dream
it, we make it'.
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