Cadbury Dairy Milk’s Milkinis launch marks a strategic expansion of its portfolio to capture India’s impulse-snacking market. With its lighter, creamier format, the product is designed to appeal to younger consumers who prefer convenient, bite-sized indulgences that can be enjoyed solo or shared.
Backed by a high-energy campaign spanning TV, digital, and influencer activations, Milkinis reinforces Cadbury’s positioning as both an iconic and innovative brand. By tapping into changing consumer behavior, Mondelez aims to strengthen its edge against competitors experimenting with similar crème-filled formats, while giving loyal fans a fresh way to experience Cadbury.