Plans by Cadbury to launch a major new brand have been thrown into disarray this week after the recall of 1 million Dairy Milk bars over fears they have been contaminated with salmonella. Cadbury Melts, which was due to be launched in August, was expected to be the company's first major push into the premium end of the block chocolate market. It was due to receive significant marketing support and would have been the first major brand launch since Cadbury Snaps in 2004 (MW June 24, 2004). Retail industry insiders say there is confusion over how Cadbury plans to proceed. One insider says she believes all new product development planned for the third quarter has been "put on hold", but another source at a different retailer claims he has been told that new launches were going ahead. It is understood that extensions of the Dairy Milk products were also planned. The confusion over Cadbury Melts comes as the confectionery giant and retailers battle to get the situation under control.