Picks of the Week

CADBURY LAUNCHES CATEGORY-FIRST PORTION CONTROL PACKAGING

The new Twist Wrap mechanism enables consumers wishing to save half for later, to twist and seal packs shut.

Cadbury is rolling out a “category-first” packaging initiative designed to help chocolate consumers achieve better portion control and “more mindful snacking”.

Launching across its Cadbury Duos range, the new Twist Wrap mechanism enables consumers wishing to “save half for later,” to twist and seal their packets shut.

Cadbury says the development is the first of its kind for any chocolate brand in the UK.

The new packaging is made using a memory technology solution, meaning the wrapper stays twisted by a single twist – preserving fresh flavour, texture and shape.

The new bars will start to hit shelves from the end of January with packaging rolled out across five key variants of the Cadbury Duos portfolio: Cadbury Wispa, Cadbury Wispa Gold, Cadbury Boost, Cadbury Double Decker and Cadbury Dairy Milk.

Cadbury owner Mondelez International said the development strengthened its commitment to promoting healthier snacking – with portion control “recognised as one of the most effective ways of helping people to balance their calorie intakes”.

Cadbury Brand Manager Kelly Lawrence said: “Following good results during concept testing, we’re excited to announce the new packaging this year, allowing shoppers to indulge in a sweet treat then easily reseal and save the remainder of the product for later.

“We’ve put a lot of time and investment into portionable packaging as a way of empowering consumers to snack in a more mindful way, and we are excited to see what shoppers think.

“Duos are the growth driver of singles, particularly in the independent convenience channel, so an important part of any retailer’s chocolate range.”

The Cadbury Duo range makes up 24% of the Duo market according to Mondelez.

CADBURY KICKS OFF BIGGEST-EVER FC PARTNERSHIP

Babybel Plant-Based is made using a Vegan Society-approved blend of coconut oil and starch.

Cadbury has kicked off a new Cadbury FC partnership for 2022 offering shoppers the chance to score a volley of football-themed prizes featuring some of the UK’s most successful clubs.

The new ‘Win A Day In Their Boots’ competition allows shoppers to claim thousands of prizes – including behind-the-scenes experiences with eight top-flight football clubs: Arsenal, Aston Villa Women, Chelsea, Leeds United, Liverpool, Manchester City, Manchester United, and Tottenham Hotspur.

Winners will get the opportunity to experience a day in the life of a football player with an exclusive behind the scenes tour of an official club training facility or stadium.

Other top prizes include signed boots and VIP Matchday Experiences.

Lots of instant win prizes are also available, including more than 2,000 £5 or £10 ‘Love2Shop’ vouchers, which can be spent in a host of leading well-known high street stores.

Shoppers seeking to enter the prize draw must buy any promotional product from across the Cadbury range and visit winaday.cadburyfc.com to enter the product’s batchcode and barcode.

The promotion runs until 23 March 2022 across all Cadbury products in tablet, multipack, bag and singles formats, as well as Heroes.

The launch of the new campaign will be supported by a marketing campaign that will reach more than 80% of UK shoppers across out-ofhome and radio advertising according to Mondelez International, as well as social media and in-store PoS support.

The campaign will also be supported by the 19 partner clubs, reaching 74% of all UK football fans and more than 35 million UK followers through their social media channels.

Cadbury Brand Manager Bryony Tate said: “Our previous Cadbury FC partnerships have been incredibly successful and our newest promotion Win A Day In Their Boots really builds on those.”

HARDYS TV COMEBACK AND NEW EDUCATIONAL PARTNERSHIP

Certainty campaign will see Hardys’ flagship wine range showcased alongside some of the UK’s most popular TV shows.

Accolade’s wine brand Hardys is returning to TV in March as part of a £3m marketing campaign seeking to champion its “consistency and quality”.

As part of a deal with ITV, the ‘Certainty’ campaign will see Hardys’ flagship wine range showcased alongside some of the UK’s most popular TV shows.

The TV campaign, the brand’s first since 2018, will also be supported by in-store activity, digital advertising, social media, and PR.

Activity will also be backed by a new partnership with online learning platform Learning With Experts which will invite shoppers to leave a review of Hardys wine, via a dedicated microsite, in return for a free lesson on a subject of their choice.

The promotion will be advertised on more than three million Hardys neck flags across stores from April, alongside in-store sampling activity with a focus on the Easter sales period.

Accolade Wines Marketing Director for Europe Tom Smith said: “Hardys’ consistency in quality and wine style, year in year out, was the inspiration for our confident new creative, which shows how we’ve been a constant in people’s lives, present in key moments and for memorable occasions, throughout the decades.

“The consumer landscape will always change, and the last couple of years have certainly shown that, but our new campaign ahead of an exciting year of NPD for the carbon-neutral brand, offers reassurance to retailers and consumers that with Hardys you can always be certain. The promotion with Learning With Experts will further reinforce shoppers that they are making the right wine choice, especially around the busy Easter period.

“This significant investment will promote Hardys’ enduring status, and we expect it to deliver strong incremental sales and profit across the market.”

Globally, Accolade Wines will invest more than £6m to further support growth as part of Hardys’ ‘Certainty’ campaign.

FANTA’S COLOURFUL GLOBAL MARKETING CAMPAIGN

Campaign launches in Great Britain with a 30 second TV advert, digital and social media content.

Fanta has launched its first ever global campaign, which aims to inject colour into the greyness of everyday life.

The brand says the Colourful People campaign is “rooted in the belief that people who are expressive and playful at heart will make other people feel welcome and encourage playfulness in the world to fight back the ‘grey’ of everyday”.

The campaign launches with a 30-second TVC and digital and social media activity. The content features people at work, at home or socialising, but with a twist that “only Fanta can bring”.

Martin Attock, Vice-President of Commercial Development at Coca-Cola Europacific Partners GB, commented: “Fanta has been enjoyed for over 80 years – growing to become the number one flavoured carbonates brand in GB, four and a half times bigger than its nearest competitor.

“The ongoing popularity of the brand has seen it grow by 7% over the last year, and we continue to keep Fanta’s young adult audience engaged through innovation and campaigns, which also includes Fanta’s annual, much-anticipated, Halloween activity.”

RASPBERRY RUM

Dead Man’s Fingers is expanding into the cream liqueur category with its new launch. The Raspberry Rum Cream Liqueur features aromas of fresh raspberries and can be enjoyed neat over ice or mixed up into a Raspberry White Russian or a Raspberry Espresso Martini.

BATMAN BISCUITS

Biscuit brand Oreo is teaming up with superhero Batman ahead of the launch of the hotly anticipated ‘The Batman’ film on 4 March. The collaboration will include the launch of a Batman-embossed Oreo biscuit and limited-edition packaging available in store from mid-January.

CITRUS FLAVOURS

Pladis is bringing back McVitie’s Jaffa Cakes Lemon & Lime. The brand said the success of its other flavours proves customers want to test new flavours and formats. The variant joins existing Pineapple, Cherry and Passion Fruit flavours, available in 122g boxes priced at £1.20.

GOING NUTS

Weetabix has extended its Oatibix range with a nutty variant, Oatibix Flakes Nutty Crunch. It will roll-out from 28 February in 450g packs, retailing at £3.29. The brand is to launch a new pack design across its entire range, supported by a TV advert, as part of a £2m investment.

ALERTING FLAVOUR

Lucozade is adding its Lucozade Original flavour to its Alert range, following £1m generated in less than two months within the convenience sector. It will be available from February in 500ml plain and PMP cans. The launch will be supported by digital and social media advertising.

CRISP CAMPAIGN

Walkers has launched a campaign to celebrate the nation’s love and appreciation for its crisps. The campaign includes TV and digital activity and aims to remind consumers that the brand’s offering appeals to the many trends and occasions currently seen across the market.