Mondelez International says its new limited edition Vegemite-flavoured Cadbury Dairy Milk block seeks to push the boundaries in a landscape of "ever-changing consumer tastes and increased choices on-shelf".
Moreover, Cadbury Dairy Milk with Vegemite is a surprisingly delicious combination, according to its maker.
“We have seen a flavour trend towards sweet and salty combinations and felt it was time to put that to the test and create an Australian twist,” the company says.
“We believe this product brings new innovation to the chocolate category and will play on fans' curiosities and challenge their expectations.
“We are committed to pushing boundaries in a landscape of ever-changing consumer tastes and increased choices on-shelf. This product launch is the latest chapter in our campaign to create a national flavour debate and celebrate flavours with existing and new Cadbury fans.”
The new flavours, which include Pretzel and Peanut, Salted Caramel and Golden Toffee are part of a “ChocPlusWhat” campaign, which is being run on social media and is being supported nationally in-store.
The blocks are priced at around $4.00,in line with Cadbury Dairy Milk Family-sized blocks and will be available nationally in Coles, Woolworths and independent stores.
