Cadbury has unveiled a new limited-edition Dairy Milk flavour inspired by chilled summer drinks and the nation’s love of strawberries and cream.
The confectionery giant is rolling out its new Dairy Milk Strawberries & Creme Frappe bar across UK supermarkets and convenience stores for the summer season, as reported by What’s The Jam.
The new chocolate combines classic Dairy Milk chocolate with a strawberries and creme frappe-inspired filling, featuring strawberry-flavoured rice pieces in a smooth creme centre.
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Cadbury is encouraging shoppers to enjoy the bar chilled, tapping into the long-running debate over whether chocolate belongs in the fridge or the cupboard.
The launch follows last summer’s limited-edition Dairy Milk Iced Latte bar, which was also designed to be enjoyed cold.
Research commissioned by Cadbury found that more than two-thirds of people chill their chocolate during the summer months, while strawberry ranked as the second most popular summer flavour behind caramel.
Michael Moore, marketing manager for Cadbury at Mondelēz International, said: “Seasonal innovation plays an important role in keeping the chocolate category exciting and relevant for shoppers year-round.
“This summer, our limited-edition Cadbury Dairy Milk Strawberries & Creme Frappe flavour taps into shoppers’ appetite for refreshing flavours, like strawberry, and the ongoing debate of putting your favourite chocolate in the fridge to enjoy it chilled.”
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The 115g bars are available in price-marked packs for £1.75, with a standard retail pack also available.
Chocolate fans have already been sharing their excitement online after spotting the new flavour on shelves.
Some shoppers said they would be “hunting it down”, while others described the launch as “incredible”.
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Several fans also noted similarities to Cadbury’s former Strawberries & Creme bar, which was previously available as a limited edition flavour.
The new Dairy Milk Strawberries & Creme Frappe launched in June and will be available throughout the summer.
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