Cadbury is launching a luxurious milk chocolate brand to plug a gap for an "overtly feminine offer" and tap growth in the female-to-female gift sector.
Steel NecklacesKoko by Cadbury, which hits shelves next month in handbag-shaped boxes in brown and pink shades, consists of milk chocolates with rich truffle centres (rsp: 3.89 [pounds sterling] for 200g). It is being positioned as an "affordable luxury" and would make the perfect present, said trade communications manager Kate Harding.
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"We have identified that female-to-female gifting is a growing area as women have a desire to treat and be treated," she said. "Koko by Cadbury
embroidered patches will appeal to this audience in particular."
Koko was the prominent motif on-pack but 'by Cadbury' had been added to reassure shoppers of its taste credentials and heritage, said Harding.
"We needed to differentiate our new 'special' offer from our current one."
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