Cadbury is launching a new chocolate brand Cadbury Coco in Australia.
The brand will be available in blocks as well as gift package form.
Cadbury Coco will consist mainly of dark chocolate but will come in different varieties. It will include 70% cocoa, 80% cocoa, dark mint, and dark orange.
The launch will be powered with a multi-million dollar advertising campaign.
A three-month long sampling program for 1.5 million people will also be undertaken.
Cadbury will distribute samples of the new product at Virgin Business Lounges and at opera performances of 'Anything Goes' at Sydney Opera House and Arts Centre Melbourne.
The launch comes close on heels of Unilever's announcement that it will use its Magnum ice cream to launch a confectionary product line.
Cadbury Coco will soon be available at retailers such as Coles, Woolworth, Big W, Target and Independent. The recommended retail price has been marked as $3.99 for a 100g block and $12.99 for a gift package.
Mondelez International's senior brand manager for Cadbury Coco Kate Watson was quoted by Ausfoodnews.com as saying: "Cadbury Coco is a genuinely new offering for the category from Cadbury and we know it will capture the imagination of Australians who enjoy the finer things in life.
"Cadbury Coco will take people on a journey of discovery, acting as a guide to new possibilities and experiences that ignite the senses and free their passionate spirits."
