05 May 2015

New TV campaign and flavours for delicious Cadbury Mini Rolls

Cadbury Mini Rolls set to bring joy and personality to the shelves with new flavours, new packaging and an exciting new TV campaign.

We'll be enhancing and maximising the potential of Cadbury Cakes’ hero brand, Cadbury Mini Rolls, with a host of activity in May. 

Currently bought by 9.6m households in the UK[1], the £72.1m range[2] will undergo a packaging refresh, alongside introducing two new flavours to the core range and two limited edition flavours. The launches will be supported with a £1m TV campaign, as the brand returns to the nation’s screens for the first time in over 8 years.
As Premier Foods reignites the love for Cadbury Mini Rolls, the campaign seeks to drive re-appraisal of the brand to increase penetration and frequency by reigniting the love for Cadbury Mini Rolls with some fresh flavours that are a strong fit to the target audience and will certainly roll out the joy!
  • New flavours – Premier Foods is adding new flavours to the Cadbury Mini Rolls existing core flavours in order to be more akin to needs of its target consumers. The core range will now comprise: Milk Chocolate, NEW Raspberry and NEW Chocolate Orange. And in addition it will be introducing special edition Banana, and Cola flavoured Mini Rolls to the range for a six month period.
  • Packaging refresh – The range is undergoing a packaging refresh bringing a new feeling of fun and joy to shoppers. The new packaging will feature brighter, bolder and more appealing colours on pack, creating significantly more impact on shelf and ensuring ease of navigation at the fixture.
  • Back on TV - From May 4th, Cadbury Mini Rolls will return to the nation’s screens for four weeks, driving brand reappraisal and further awareness for the re-launch. The campaign is a ‘Starsky and Hutch’ twist on an everyday moment. The father purposely is the last to leave the house, stalling his exit so he can give in to the temptation of eating a Cadbury Mini Roll for himself. The playful advert ends with the strapline ‘Cadbury Mini Rolls. Rolled With Joy. #FreeTheJoy’.
Joanna Agnew, Head of Cadbury Cakes, comments: “Cadbury Mini Rolls is an iconic brand that consumers know and love. We have refreshed the range to give it a more modern feel and developed fun flavours that are a perfect fit for our target audience. The ‘joyful’ TV ad will certainly make people smile and with a fully loaded plan in May, we look to really make a difference. The brand has had a very strong start this year and this campaign is set to continue that momentum. Cadbury Mini Rolls are the perfect everyday sweet treat and made with the nation’s favourite chocolate. I’m looking forward to an exciting time ahead for the brand.”
The new packaging and TV campaign will be available in-stores as of May 4th 2015, supported with an in-store campaign. Cadbury Mini Rolls has an MSSP of £1.39.
- Ends -
For more information, please contact Natasha Sharma or Charlotte Sylvester at Cirkle on 01494 731750
Note to editors:
As one of Britain's largest food producers, Premier Foods is committed to delivering the taste the British love, with food that's made in Britain by people who understand British consumers. We supply a range of retail, wholesale, foodservice and other customers with some of Britain's best loved brands, including Ambrosia, Batchelors, Bisto, Loyd Grossman, Mr. Kipling, Oxo and Sharwood’s. The company employs around 4,000 people operating from 13 sites from across the country.
[1] IRI data to week ending 21.03.15
[2] IRI data to week ending 21.03.15

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