Kraft Foods is set to launch its first new Cadbury countline brand Cadbury Crispello in the UK.
The new product will feature three cream filled wafer shells covered in a layer of Cadbury milk chocolate.
The product will be available at retail outlets from 8 October.
The company anticipates that latest product will help to woo female customers in the singles market, and turnaround the -6.6% MAT value decline, reported Food and Drink Innovation Network.
Kraft Foods brand manager Toby Smart was quoted as saying by the Food and Drink Innovation Network that Cadbury Crispello joins the recently launched Cadbury Dairy Milk Bubbly Mini in helping to drive singles sales for retailers.
"The product will be particularly effective, capitalizing on the high awareness expected from the large marketing investment supporting the launch," added Smart.
