Cadbury Caramel adds three-strong Salted Caramel flavour range

Cadbury is tapping into the popular Cadbury Caramel brand with the launch of a new Cadbury Dairy Milk Salted Caramel range.

The new Cadbury Dairy Milk Salted Caramel range is available in three formats – tablet, buttons and Cadbury Fingers – from this month. It follows the successful introduction of Cadbury Wispa Gold Salted Caramel in August 2022.

New flavour launches are one of the key drivers of chocolate sales, with caramel performing well as the most popular flavour addition in standard chocolate. Within this, salted caramel is a hugely popular addition, ranked as the fourth most popular chocolate NPD flavour . Products containing salted caramel flavour have seen 17 per cent growth over the last two years and helped to deliver £36M in retail sales.

The Cadbury Dairy Milk Salted Caramel range taps into this strong growth, as well as the ongoing success of Cadbury Caramel – one of the brands best-selling flavours - and the trend toward the big night in opportunity as shoppers look to spend more carefully.

The three-strong range consists of:

• Cadbury Dairy Milk Salted Caramel tablets, (120g, RRP £1.49*) containing classic creamy Cadbury Dairy Milk chocolate with a smooth salted caramel centre. These will build on the success of Cadbury Dairy Milk Caramel small blocks.
• Cadbury Dairy Milk Salted Caramel Nibbles, (120g, RRP £1.50*) which are comprised of delicious Cadbury Dairy Milk chocolate, around a soft salted caramel centre. Cadbury Dairy Milk Caramel Nibbles are the fourth largest total chocolate share bag.
• Cadbury Dairy Milk Salted Caramel Fingers (114g, RRP £1.85*), which adds the ever-popular salted caramel flavour to the chocolate of the traditionally moreish Cadbury Dairy Milk Fingers. Flavours are a strong driver of growth for Fingers and are key to recruiting new shoppers to the Fingers category. Flavour variants are responsible for 7.4% growth over a two-year period.

“Salted Caramel is incredibly popular with shoppers, and as a flavour is second only to orange in terms of growth over the last two years," said Christina Bland, Brand Manager for Cadbury at Mondelēz International.

“We’re delighted to bring this popular flavour to the iconic Cadbury Caramel brand to create a salty-sweet combination that is sure to appeal to chocolate shoppers. The three product innovations in the range are ideal for consumers looking for sweet products for big nights in, which are a continually growing opportunity at a time when people are looking to be careful with money but still wanting to enjoy a treat."

The launch of the Salted Caramel range will be supported by social media, digital marketing and in-store support including PoS material. For further ranging and merchandising advice, retailers can visit www.snackdisplay.co.uk.

Product name: CDM Salted Caramel tablet

Available to order: March 27th

Product Weight: 120g

RRP*: £1.49

Case size: 21

Product name: CDM Salted Caramel Nibbles

ATO: March 27th

Product Weight: 120g

RRP*: £1.50

Case size: 10

Product name: CDM Salted Caramel Nibbles PMP

ATO: March 27th

Product Weight: 120g

PMP: £1.25

Case size: 10

Product name: CDM Salted Caramel Fingers

ATO: April 1st

Product Weight: 114g

RRP*: £1.85

Case size: 6

* Prices are recommended only