Baker & Baker and Cadbury have partnered in the UK on a series of food-to-go (FTG) bars that will deliver consumers with a chocolate-inspired experience in some alternative formats. The products are each inspired by the Cadbury Dairy Milk chocolate bar and includes the Brownie Bar alongside the Flapjack bar that each take aim at contemporary snacker preferences.
The Brownie Bar boasts a rich texture with ample chocolate and cocoa flavor, while the Flapjack sets itself apart with a chewy consistency that's packed with oats. The products are positioned to be part of meal deal offerings and are making their way now to Morrisons with Tesco receiving stock starting in September.
Licensing Director Michael Bancroft commented on the Baker & Baker and Cadbury partnership saying, "We’re really excited about introducing the iconic Cadbury Dairy Milk flavour into the food-to-go bar concept. Consumers in this space are looking for easily recognisable brands, flavours and textures, which these products deliver."
Key Themes Behind This Trend
- Licensed Snack Formats
- Iconic confectionery brands are expanding into portable bakery formats, creating white space for familiar flavors to enter new convenience-driven eating occasions.
- Meal Deal Indulgence
- Retail meal deals are evolving beyond functional add-ons as dessert-inspired bars bring premium taste cues into everyday grab-and-go bundles.
- Texture-led Snacking
- Contrasting brownie richness and chewy oat-based formats reflect growing demand for sensory variety within compact snack products.
Where This Applies
- Confectionery
- Chocolate brands have opportunities to extend equity through cross-category products that preserve recognizable flavor while reaching consumers outside traditional candy aisles.
- Bakery
- Packaged bakery producers can differentiate food-to-go ranges by pairing indulgent recipes with established brand partnerships that increase shopper recognition.
- Convenience Retail
- Supermarkets and quick-service retail channels are positioned to use branded snack bars as high-appeal components within value-focused meal occasions.
