Cadbury has launched a new pack size for consumers to enjoy its iconic chunk in a portioned, portable format. The new range of Grab & Go 56g bars offers an alternative bar that meets the growing demand for convenient treats.
The food-to-go snacking category is worth £5.7b and is forecasted to grow 3.3% annually with chocolate being one of the top three categories purchased, which presents an attractive sales opportunity for retailers.
Available in three of the brand’s best-performing flavours, Cadbury Dairy Milk, Cadbury Dairy Milk Marvellous Creations and Cadbury Dairy Milk Chopped Fruit & Nut, the Grab & Go bars translate tablets into a tailored snacking solution.
More than half (53%) of shoppers are looking for on-the-go snacking solutions with 68% of Gen Z and Gen Alpha snacking at least twice a day. Traditional meal structures are increasingly being replaced by more spontaneous and flexible eating occasions. As snacking becomes embedded into daily routines, shoppers are seeking formats that are quick and convenient without compromising quality, taste or familiarity.
The Grab & Go bars feature chocolate chunks said to be unique to Cadbury Dairy Milk in taste and appearance, offering two portions per bar. The Grab & Go bars have resealable packaging that makes it easy for consumers to enjoy chunks for now and save chunks for later.
To support the launch and drive engagement, Cadbury introducing a promotion for both independent retailers and shoppers with a Win Now and Win Later mechanic, with the section offering the chance to win up to £100 in instant vouchers. All entrants are also entered into a wrap up prize draw to Win Later, for retailers to win £1,000 cash and shoppers to win days out.
Phoebe Morris, junior brand manager, Mondelēz International, said: “We’re seeing a clear shift in consumer behaviour, particularly among younger shoppers, towards more frequent, on-the-go snacking throughout the day. Shoppers are looking for options that fit seamlessly into their routines, creating a strong opportunity for formats that deliver convenience without compromising on taste.
“Our Grab & Go bars bring the trusted Cadbury Dairy Milk chunk taste into a format designed specifically for these high-frequency snacking moments. For retailers, this presents an opportunity to drive stronger shopper engagement, expand their chocolate offering with a relevant format, and attract the next generation of snackers. By tapping into this growing need state, retailers can unlock incremental category growth while making everyday indulgence more accessible and convenient for shoppers. Retailers also have the opportunity to win a fantastic cash prize by purchasing the new Grab & Go formats.”
The range will roll out nationwide this summer, across grocery and convenience channels. A priced-marked-pack is also available for the convenience channel.
