Wispa Gold Salted Caramel is Limited-Edition
Michael Hemsworth — July 30, 2022 — Marketing
References: cadbury & talkingretail
The Wispa Gold Salted Caramel chocolate bar is a limited-edition treat created by Mondelēz International to offer consumers an artisan take on the classic candy.
The chocolate bar comes in 45-gram servings, which features the brand's signature aerated chocolate along with a salted caramel core for a touch of sweet yet salty creaminess. The candy bar will be supported by an extensive marketing campaign across an array of channels to get the word out to consumers this summer.
Brand Manager for Cadbury Singles at Mondelēz International Kelly Souli spoke on the new Wispa Gold Salted Caramel chocolate bar saying, "Wispa Gold Salted Caramel is the latest way in which Wispa is delivering value to the singles category through innovation. On-trend and relevant new flavours are a key growth-driver in chocolate, accounting for 28% of category growth and attracting incremental younger adult consumers."
The chocolate bar comes in 45-gram servings, which features the brand's signature aerated chocolate along with a salted caramel core for a touch of sweet yet salty creaminess. The candy bar will be supported by an extensive marketing campaign across an array of channels to get the word out to consumers this summer.
Brand Manager for Cadbury Singles at Mondelēz International Kelly Souli spoke on the new Wispa Gold Salted Caramel chocolate bar saying, "Wispa Gold Salted Caramel is the latest way in which Wispa is delivering value to the singles category through innovation. On-trend and relevant new flavours are a key growth-driver in chocolate, accounting for 28% of category growth and attracting incremental younger adult consumers."
Trend Themes
1. Artisan Chocolate Bars - There's a burgeoning market for artisan takes on classic chocolates, which presents an opportunity for smaller, more niche confectionery brands to break through and innovate.
2. Sweet-savory Combinations - As shown by the popularity of the Wispa Gold Salted Caramel chocolate bar, there is a growing consumer appetite for sweet-savory combinations, which opens up the possibility of cross-category product innovation.
3. Innovative Flavors - As Kelly Souli notes in the article, new flavors are a key growth-driver in the chocolate category, and companies who invest in flavor innovation are likely to reap the rewards of increasing consumer interest and market share.
Industry Implications
1. Confectionery - The confectionery industry is always seeking to push the boundaries in terms of taste and presentation, and there are plenty of opportunities for disruptive innovation within the space for companies who are able to hit on the latest taste and texture trends.
2. Marketing - As evidenced by the extensive marketing campaign that accompanies the Wispa Gold Salted Caramel launch, there are many companies in the marketing and advertising industry that stand to benefit from partnering with confectionery brands to help position them in front of the right audiences.
3. Packaged Goods - Given that the majority of new chocolate products are aimed at the singles market, there are plenty of opportunities for packaged goods companies to innovate in terms of format, packaging design, and promotional campaigns that will appeal to consumers who are looking to try new flavor combinations and artisanal takes on classic candies.
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