Premier Foods has brought back its special edition Cadbury Ice Cream Mini Rolls range. 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, went on sale this month within the grocery and convenience channels. The launch will be supported by a sox-week £1.3m campaign, including TV ads, in-store activity and print advertising.
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, commented: “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.”
Cadbury Mini Rolls are currently worth £45.5m and growing at 11%. The new range is available in single flavour packs of 10, with a MRSP of £2, carrying the ‘try me frozen’ flash.