Bournville aims for a different market

Cadbury has added an orange-flavoured variant to its dark chocolate brand Bournville, in an effort to appeal to a younger female audience.

Bournville Orange contains pieces of real orange and will retail for £1.65 for a 180g bar. Raisin and rum -flavoured Bournville Old Jamacia is also being reintroduced to the range.

Trade communications manager Kate Harding said: "Old Jamaica will be a welcome return for the existing Bournville consumer and Bournville Orange will bring new consumers into the category .

"Both variants scored highly

in consumer testing due to their excellent taste."

Dark chocolate is leading the growth in the chocolate confectionery market and has outperformed the total large block market for the

past three years, Harding added.

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