Premier Foods Launches Cadbury Cakes Sharing Range

Premier Foods is expanding its Cadbury cakes offering with a new range in a sharing size format.

The mid-size cakes come in Crunchie, Caramel and Mini Rolls variants, and are aimed at attracting younger shoppers to the cake aisle.

Joanna Agnew, Brand Director, Cadbury Cakes, commented “Occasion 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, its mid-tier range (£4-£6) within the cake category, has also seen strong growth and has risen in popularity by +22.8%.

Agnew added: “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.”

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