02 September 2016

Cadbury Cakes add a whole new world of sharing to the cake aisle

~ Within the last year, the Cadbury Cakes range has experienced double digit growth year on year.

~ Premier Foods expects this growth to continue, with the launch of the Cadbury Whole Cakes range in September.

~ The new mid-sized cakes will see popular icons from the Cadbury brand -  Crunchie, Caramel and Mini Rolls launch into a sharing size format.

~ Designed to attract younger adult shoppers, the range will be supported by in-store POS, sampling and digital.

This September three well-loved Cadbury favourites - Crunchie, Caramel and Mini Rolls - will be available bigger and better than ever before as Premier Foods launches its Cadbury whole cakes range. The mid-sized cake offering will aim to attract younger shoppers to the cake aisle, opening up a wealth of cake occasions which include weekend treating and ‘just because’ moments. 

Joanna Agnew, Brand Director, Cadbury Cakes, comments: “ Occassion cakes have seen significant growth of +5.7%  and have become a popular choice with younger adult shoppers who enjoy celebrating the everyday moments of life. Cadbury whole cakes will aim to attract new whole cake shoppers into the category with an exciting and tasty range from a brand that they already know, love and trust.”  

Within the last year, the Cadbury Cakes range has experienced double digit growth year on year . Currently worth £86m , the mid-tier range (£4-£6) within the cake category, has also seen strong growth and has risen in popularity by +22.8% . 

“This has given us great confidence to launch into this arena with Cadbury Cakes, as 88% of shoppers already buy into the brand  and 37% already buy into Mini Rolls . Whether it’s a birthday, job promotion of simply just the weekend we’re now offering the opportunity to share the joy with colleagues, friends and loved ones,” concludes Agnew.

The cakes will have an MRSP of £5.99 and the launch will be supported by in-store POS, sampling and digital activity.  

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