Kraft creams Cadbury for new Philadelphia spread
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Kraft is gearing up to take on rival, Nutella in the breakfast spread market, by combining its Cadbury chocolate and Philadelphia Light brands to launch a new chilled chocolate spread.
The confectionary giant is rolling out the new cream chocolate cheese spread in stores nationwide from next Wednesday (1 February) and has forecast sales to hit £10m in the first year alone.
A £3.2m marketing push will back the new product, which will sit alongside existing brands in the processed spread’s portfolio such as, Philadelphia Light and Garlic & Herb, currently the biggest-selling flavour in the Philadelphia portfolio.
Kraft already sells chocolate variants of Philadelphia in both Italy and Germany under its ‘Mika’ chocolate brand as a breakfast alternative.
In Germany, sales of the chocolate spread have generated €22.2m (£18m) in sales since it launched in October 2010.
Kraft acquired the Cadbury brand for £11.4bn in 2010, ending a controversial five-month pursuit of the British confectionary brand.
Readers' comments (5)
emma miles | Tue, 31 Jan 2012 9:35 pm
i can not wait to try the new chocolate philadelphia as i have heard it doesnt have many calories and im on a diet xx
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Mot Juste | Sat, 4 Feb 2012 10:04 am
I am really interested in how this tastes compared to mixing Philadephia spread with Nutella.
Bring it on!
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Anonymous | Tue, 7 Feb 2012 2:50 pm
I just bought some this morning - it is amazing!!
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Paul Cargill | Mon, 20 Feb 2012 5:37 pm
Yuck sounds a bit weird for chocolate cheese ewww it sounds revolting
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Matthew | Tue, 21 Feb 2012 2:49 am
Kraft have launched this in the USA as Philadelphia "Indulgence" as they are not allowed to use the Cadbury name on a product, even though it's their own brand! Hershey currently has the rights over Cadbury chocolate branded products in the US, however I understand this will change in 2013 when the contract is up - I foresee Kraft then taking back the Cadbury brand and renaming Philadelphia Indulgence as Cadbury.
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