Cadbury’s Freddo brand leaps into a biscuit format

Confectionery brand Freddo is making its debut in the biscuit market with two new products from Mondelez International-owned Cadbury Biscuits.

The Cadbury Freddo Biscuit (rsp: £1.50), which is half-coated in chocolate and described as ideal for the “entire family to share”, will roll out to stores on January 12.

It will join Cadbury Freddo Face Cakes (pictured right), a soft cake sandwich with a chocolate chip filling that is available in stores now. Each Face Cakes pack contains six biscuits with different facial Freddo expressions.

Cadbury Biscuits said the launches aim to recruit young families and the next generation of biscuit lovers.

“Given that our vision for Cadbury Biscuits is to bring more joy to the nation’s biscuit lovers while driving interest and value to the category, and the Cadbury Freddo brand having a well-established 30-year heritage, this makes for an ideal partnership that will really excite parents with young families,” said Cadbury Biscuits marketing manager Chiara Missio.

“We believe this will unlock further sales, both in the main shop and top-up shop, so retailers should stock up now to make the most of the opportunity.”

The launches will be supported through TV and digital activity.

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