Premier Foods plc is launching Cadbury Hot Cakes in a bid to extend the brand into "after dinner" desserts in the UK and increase its appeal to older consumers and two-person households.
The UK group, which produces Cadbury cakes under licence from Mondelez International, said the new range will come as a twin-pack in two flavours: double chocolate and butterscotch.
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Through the launch, Premier is targeting "time-poor consumers" and two-person households. The group said it hopes to extend the age appeal of Cadbury cakes beyond the existing snack cake audience.
Karmel Maletta, innovation controller on the Cadbury brand at Premier, said: "The tea time category in which the Cadbury Hot Cakes sit is the largest sub category within ambient cake now worth GBP390m (US$593m). The launch of Hot Cakes will take the Cadbury cake brand into this new territory for the very first time. Cadbury Hot Cakes aims to trade-up those that already shop within the category but also attract new shoppers and taking the cake brand to an older audience as well as the loyal Cadbury cake shoppers.”
The launch this month will be supported by in-store activity and Premier is encouraging retailers to allocate the Hot Cakes "dual-site" in the cake aisle and next to some of its other brands, such as Ambrosia custard.
The Cadbury Hot Cakes are available throughout the UK with an RRP of GBP1.79.
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By GlobalData
