Mondelez International’s Cadbury has announced it will be introducing a new premium chocolate brand into Australia, Cadbury Coco.

The new brand will be sold in blocks and as gift packages. Cadbury Coco will be made from dark chocolate only but will come in different varieties including 70 per coco, 80 per cent cocoa, dark mint and dark orange.

To support the launch of the brand Cadbury will be engaging in a multi-million dollar marketing campaign lead by a television advertisement showcasing the brand’s premium credentials. Cadbury will also be running a three month long sampling program and the brand will engage in a strategic alliance with Virgin Australian and Opera Australia.

Cadbury’s announcement comes just after Unilever revealed its Magnum ice cream will be used to launch a new premium confectionary line.

Cadbury Coco will be available for purchase from September in Coles, Woolworths, Big W, Target and Independent stores. The recommended retail price is $3.99 for a 100g block and $12.99 for a gift package.

Brand competition

According to Nielsen figures reported in Retail World’s December 2014 annual report, Mondelez International leads the confectionary block market in Australian supermarkets with its Cadbury brand holding 70.1 per cent volume share. Nestle follows with 16.1 per cent volume share, Lindt & Sprungli 8.3 per cent Whittaker’s 2.6 per cent and private label 2.6 per cent.

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