Mondelez India has rolled out Cadbury Dairy Milk in Lickables Cadbury Gems Surprise, in association with the Minions from the Despicable Me franchise. Despicable Me is the highest grossing animated franchise worldwide, and it is rated as one of the top eight animated films of all time.
The new Cadbury Dairy Milk in Lickables will be showcasing illustrations of the Minion characters. They will be available in 55 exciting Minions toys. This new Cadbury Gems Surprise will also be benefited from the Minion makeover.
Anil Viswanathan, director, marketing, chocolates, Mondelez India, said, “We are witnessing a great demand for spoonable chocolates, a trend that is catching up swiftly under this segment, wherein the toy is an important category driver.”
He also added, “Recognising this scope and the consumers’ affinity towards the Minions characters, the association with the franchise is a fitting one. With this association, we endeavour to transcend the brand love of Cadbury Dairy Milk to our donor segment products like Cadbury Dairy Milk in Lickables and Cadbury Gems.”
Mondelez India has always been active in making strategy and this is also part of its new strategy to recruit the future, with the aim of making Cadbury Dairy Milk the first taste of chocolates for Indians. The company has been introducing newer eat formats, catering to the changing consumer tastes and preferences.
Cadbury Dairy Milk in Lickables, the company’s made-in-India innovation, which has the delectable Cadbury chocolate in a spoonable format. This has been received exceptionally well by all age-segments especially the younger set since its launch in 2017.
The Minions range of Cadbury Dairy Milk in Lickables and Cadbury Gems Surprise will be available in all traditional trade and modern trade retail outlets, as well as e-commerce sites. The price is kept Rs 40 each.