Mondelēz unveils Cadbury cookie to be heated in microwave

Mondelēz has launched a chocolate chip cookie range - its second biscuit NPD since acquiring the licence from Burton’s Biscuits last year.

Called​ Cadbury Crunchy Melts, the three-strong selection is being sold in Chocolate Centre, Double Indulgence and Soft Cookie Centre variants in 156g multipacks.​ Each cookie contains a soft melting centre and can be eaten cold or heated in the microwave. 

The launch follows the roll-out of Cadbury Roundie, which delivered £2.1m sales in its first 10 weeks in the market, according to Mondelēz.

Cadbury biscuits marketing manager Chiara Missio said sales of traditional everyday biscuits had been declining as shoppers sought “more premium experiences”.

The launch of Crunchy Melts is​ being supported by a TV campaign for Cadbury biscuits, as well as in-store activity. 

“We believe this launch will be a hit with those consumers trading up by offering a premium and fun sweet treat that stimulates the senses from the nation’s favourite chocolate brand,” added Missio​.

Burton’s Biscuit Co last year sold its licence to produce Cadbury-branded biscuits to Mondelēz, although it continues to produce some of these under a co-manufacturing agreement.

Subscribers to British Baker can download our Cookies & Biscuits report here.

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