Cadbury’s Highly Anticipated Twirl Orange Hits UK Shelves

After much anticipation, Cadbury has officially released news of a limited-edition Orange variant for Twirl single bar. Cadbury Twirl Orange brings together the nation’s favourite chocolate bar1 and one of the nation’s most popular chocolate flavours2. The product is available in 43g bars in cases of 48 units each.

The launch is aimed at consumers who are seeking new flavours and experiences from their chocolate choices. In 2018, flavours represented 24%3 of total adult singles confectionery sales and are growing 7%4 year-on-year with new limited-edition flavours delivering £16M5 in sales to the channel.

The limited-edition Cadbury Twirl Orange bar is likely to be popular with consumers, drawing footfall to store as shoppers seek the hotly-anticipated new product. Retailers are encouraged to orders stocks early to avoid disappointment.

Radhika Pai, Brand Manager for Cadbury Twirl at Mondelēz International, says: “We are excited to introduce the UK’s first-ever Twirl flavour variant. We have worked hard to get the perfect blend of delicious Cadbury chocolate and orange. The trade response to the product has been overwhelmingly positive, and we are confident that consumers will love it too.”

The UK launch of limited-edition Cadbury Twirl Orange comes off the back of success in Australia and New Zealand. The region saw unprecedented incremental sales for the brand, with over 52% of shoppers buying into the flavour alone.

The launch follows on the heels of the £2M ‘What makes it so twirly?’ marketing campaign which ran from July and finishes in September, building top of mind recall for the brand.


*Prices are recommended only. Retailers are free to set their own prices
1IRI, One System, Value Sales, MAT Value data to 15.06.2019
2Nielsen | Tablets | Total Coverage Incl Discounters | MAT Value Sales WE 16.06.2018
3One System/IRI, Singles Category & MDLZ |YOY £sales, MAT 15th July 2018
4One System/IRI, Singles Category & MDLZ |YOY £sales, MAT 15th July 2018
5The Nielsen Company, Value Sales MAT March 2019
6Source: Nielsen Homescan | Australia | May 2017