MUMBAI: Mondelez India has rolled out Cadbury Dairy Milk in Lickables and Cadbury Gems Surprise in association with the Despicable Me Franchise. Showcasing illustrations of the lovable Minion characters, the new Cadbury Dairy Milk in Lickables highlights the Minions range and comes with 55 exciting Minions toys. Cadbury Gems Surprise will also benefit from the Minion makeover.

This association will be supported with a new TVC along with digital activations, in-store visibility in modern trade and traditional trade stores. The Minions range of Cadbury Dairy Milk in Lickables and Cadbury Gems Surprise are priced at Rs 40 each and are available in all traditional trade & modern trade retail outlets as well as e-commerce sites.

Commenting on this association, Mondelez India director - marketing (chocolates) Anil Viswanathan said, “We are witnessing great demand for spoonable chocolates, a trend that is catching up swiftly under this segment wherein the toy is an important category driver. Recognising this scope and the consumers’ affinity towards the Minions characters, the association with the franchise is a fitting one. With this association, we endeavour to transcend the brand love of Cadbury Dairy Milk to our donor segment products like Cadbury Dairy Milk in Lickables and Cadbury Gems.”

This is a part of Mondelez India’s strategy to recruit the future, with the aim of making Cadbury Dairy Milk the first taste of chocolates for Indians. With a strong innovation pipeline and several global firsts, the company has been introducing newer eat formats, catering to the changing consumer tastes and preferences. Cadbury Dairy Milk in Lickables, the company’s made-in-India innovation, which has the delectable Cadbury chocolate in a spoonable format, has been received exceptionally well by all age-segments especially the younger set since its launch in 2017.

The collaboration between the two brands has been curated by NBC Universal Brand Development Group’s licensing partner, Black White Orange.