Media

06 May 2016

Premier Foods rolls out again with successful Cadbury Summer Mini Roll Range

~ Premier Foods is bringing back its popular special edition Cadbury Ice Cream Mini Rolls to help retailers drive additional cake sales during the summer months.

~ New flavour Chocolate Hazelnut joins Neapolitan and Toffee Ripple to complete the three-strong range, which will be available from May across grocery and convenience.

~ The launch of the range will be supported by a £1.3m campaign, which includes TV advertising and in-store activation.

Premier Foods is bringing back its special edition Cadbury Ice Cream Mini Rolls range, targeting families on the lookout for a sweet treat to enjoy during the summer season. The range sees the return of the Toffee Ripple and Neapolitan flavours, in addition to a brand new ice cream inspired variant, Chocolate Hazelnut.

The three flavours, which can be enjoyed frozen or at room temperature, will be available within grocery and convenience from May. The launch will be supported by a £1.3m campaign, including the return of the products’ popular TV ad. Introduced in 2013, the range was worth £4.7m within its first year . In 2014, 73% of total volume was incremental to total Cadbury Mini Rolls sales.

Jo Agnew, Cadbury Cakes Brand Director at Premier Foods, comments: “Having previously seen the special edition range deliver an incremental uplift in sales, this launch will continue to drive excitement within the category; particularly with the introduction of a new flavour. During the summer months there is a natural dip in chocolate sales, but we’re confident that Cadbury Ice Cream Mini Rolls will excite shoppers and lead to more sales.

“Following the initial roll out, our TV ad will be live on air from mid-May. It is fun and relatable, targeting those looking for a sweet treat for the whole family to enjoy. Carrying the tagline ‘rolled with joy’, the advertising directs shoppers to the cake aisle, helping to drive footfall in-store.”

With Cadbury Mini Rolls currently worth £45.5m and growing at +11% , the Ice Cream Mini Rolls are set to be a popular choice with new and existing shoppers. The range is available in single flavour packs of 10, with a MRSP of £2, carrying the ‘try me frozen’ flash. Running over a six week period from 23rd May, the TV support forms part of a £1.3m investment in the brand that also includes in-store activation and print advertising.

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