Cadbury takes another pop at popcorn market

By John Reynolds, marketingmagazine.co.uk, Monday, 28 May 2012 10:24AM

Kraft-owned Cadbury is making a second attempt to crack the popcorn market with the launch of Cadbury Popcorn, four years after it sold its Butterkist popcorn brand.

Cadbury: readies popcorn launch

Cadbury: readies popcorn launch

In 2008, Cadbury-Schweppes sold Monkhill Confectionery, which includes Butterkist, to Tangerine Confectionery for £58m.

It is now returning to the category with the launch of Cadbury Popcorn to tap into the growing demand for popcorn and sharing bags.

Cadbury's move mirrors a similar move by the likes of Tyrell's and Metcalf's Skinny Topcorn, which occupy the increasingly populated popcorn market.

The new Cadbury product will be sold in reclosable 130g bags of toffee popcorn coated in milk chocolate, priced £2.03.

According to Kraft, the chocolate bag category is worth £324m and is growing at 5.7% a year.

It is unclear how much marketing Cadbury will dedicate to Cadbury Popcorn, which is expected to be listed in all the major supermarkets.

Follow John Reynolds on Twitter @johnreynolds10

This article was first published on marketingmagazine.co.uk

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