Cadbury has launched a new chocolate brand, Cadbury Coco, with the heritage label looking to take a bite out of the premium market.

The launch sees Cadbury target those who view chocolate as “a little luxury”, with the traditional milk chocolate brand now looking to play in a space alongside Swiss chocolate powerhouse Lindt & Sprüngli, as the brand hopes to undertake an evolution all while building on its previous success.

To support Cadbury Coco, Cadbury is launching a multimillion-dollar marketing campaign to build brand awareness, led by a new TV ad by Saatchi & Saatchi that showcases the Cadbury Coco’s premium credentials.