Cadbury Twirl Orange now available in PMP

Cadbury Twirl Orange, which is now Cadbury’s most popular single bar, is being made available in a price-marked pack for the first time, and will be available from October, featuring striking 60p messaging.

Cadbury Twirl Orange was introduced as a limited edition in 2020, becoming the number one singles NPD and one of the fastest selling chocolate bars of that year. Earlier this year, based on popular demand from Twirl fans, it was made a permanent addition to the Cadbury portfolio.

Flavour NPDs are a key driver of category growth, and orange in particular is proving incredibly popular. Sales of orange standard chocolate have grown by 47 per cent – growing faster than standard chocolate sales (+6.9 per cent) – and are worth £25.9M. Cadbury Dairy Milk Orange Buttons and Cadbury Dairy Milk Orange tablet have both recently joined Cadbury Twirl Orange in the Cadbury range.

“After the incredible response from Twirl fans and retailers, we had to make Cadbury Twirl Orange a permanent line," said Radhika Pai, Brand Manager for Cadbury Singles at Mondelēz International. "And now, the combination of Cadbury’s most popular single bar in a price-marked pack is something shoppers won’t be able to ignore. In fact, Cadbury Twirl Orange is already the third best-selling bar in the adults single market. We know shoppers will appreciate the improved value they are getting from buying their favourite bar in a price-marked pack – and the benefits to retailers stocking this.”