New twist on Cadbury's Creme Egg

02 May, 2008

Cadbury's is bringing out a chocolate bar version of its popular Creme Egg, to give the brand's so-called "goo" more year-round appeal.

The company described Creme Egg Twisted as its "biggest chocolate innovation this year" and will be backing it with a TV and digital ad spend worth 2 million.

The first screening of an ad is scheduled for ITV's coverage of the Champions League Final on May 21.

Kate Harding, trade communications manager at Cadbury Trebor Bassett, said: "Cadbury Creme Egg is the number one selling chocolate single in spring.

"Twisted reflects the Creme Egg personality in a convenient-to-eat format that will become part of shoppers' repertoires all year round."

Point-of-sale material for the brand is available.

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