Cadbury Dairy Milk Makes A Splash With Category’s First Tablet With A Flowing Flavoured Filling

Cadbury Dairy Milk PuddlesHi,

Fantastic news for your chocolate range - the nation’s favourite chocolate brand1 is launching the first ever tablet containing a soft centred flavoured filling!

Available from 7th April, Cadbury Dairy Milk Puddles features a fun mould made up of rippled puddle shapes filled with a flowing hazelnut or mint flavoured filling and is ideal for sharing for an indulgent moment away from the worries and pressures of everyday life.

This new innovation breaks all category conventions.  With purchase intent scores as high as Marvellous Creation variants2, we believe it’s going to be a big hit for retailers and customers alike!

The launch will be supported by a £4m marketing campaign in May, including TV, PR, OOH & digital activity.  The tablets will also be available in £1 promotional PMP packs.

So what does this mean to you?

  • Excite and intrigue shoppers with fun innovation in the tablets category – 81% of consumers said that this was highly differentiated compared to other chocolate tablets3
  • Re energise the tablet category and attract new consumers – 62% of consumers said this would be an incremental purchase
  • Ensure you are stocked up on Cadbury Dairy Milk Puddles in advance of £4m marketing investment to meet demand and help maximize the opportunity


1 The Nielsen Company, Value MAT to w/e 24.01.15 2 IPSOS Innoquest CPT, October [2] IPSOS Innoquest CPT, October 2013 3 IPSOS Innoquest CPT, October 2013