Premier launches Cadbury, Mr Kipling puds

Premier launches Cadbury, Mr Kipling puds

Premier Foods plc hopes to grow in the UK's ambient dessert category by launching sponge pudding products under the Cadbury and Mr Kipling brands.

The company is expanding the Cadbury brand, for which it has a licence from Mondelez International, into the sponge pudding sector with Cadbury Sticky Puds. The new line consists of two flavours: Cadbury milk chocolate sticky puds and Cadbury fudge sticky puds.

Premier is also adding to its Mr Kipling line-up, which already leads the sponge pudding sector accounting for five of the top ten products by sales. Premier is rolling out a Mr Kipling cherry bakewell flavour.

"We have attracted new shoppers to the category with our Mr. Kipling Sponge Puddings and are now looking to strengthen our momentum with interesting NPD, across both Cadbury and Mr Kipling, which targets shoppers on the look-out for the quality and taste of a trusted brand," Matthew Critchley, category marketing director for desserts and homebaking at Premier, said.

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PREMIER FOODS SET TO DRIVE SWEET AMBIENT SALES FOR RETAILERS

Overview:

Premier Foods is set to drive further growth within the £17.2m Ambient Sponge Puddings sector (+5.5%) this October, with the introduction of a brand new range - Cadbury Sticky Puds. The launch will mark Cadbury’s exciting venture into the Ambient Dessert aisle, attracting younger shoppers by offering them an exciting dessert option to enjoy. Coinciding with the launch, Mr. Kipling will also introduce a Cherry Bakewell variant to its existing Mr. Kipling Sponge Pudding range, leveraging the iconic fruity flavour and stimulating interest for the category.

Product information:

The new quick and convenient Cadbury Sticky Puds will be available in two flavours; Cadbury Milk Chocolate Sticky Puds, consisting of light chocolate sponge and Cadbury Milk Chocolate sauce, and Cadbury Fudge Sticky Puds, made from chocolate and fudge flavoured sponge with Cadbury Fudge sauce. Ready within 30 seconds, the Sticky Puds will be available as a twin-pack with a MRSP of £1.69.

“This is an exciting new product for the Ambient Desserts category,” explains Shweta Sharma, Brand Manager for Cadbury Cakes at Premier Foods. “As the UK’s number one sweet brand, Cadbury Cakes is in the perfect position to drive category growth by attracting younger shoppers to the Ambient Desserts aisle.” 

To further complement the Mr. Kipling Sponge Puddings range, the brand will introduce its popular Cherry Bakewell flavour to its sponge pudding line-up, with an MRSP of £1.69. The current range consists of; Mr. Kipling Golden Syrup, Mr. Kipling Raspberry Jam, Mr. Kipling Sticky Toffee, Mr. Kipling Lemon and Mr. Kipling Chocolate, which have delivered £5m worth of sales, up +12% year-on-year1.

Consumer / Shopper trends: 

“Research has shown that consumers love proper puddings but often lack the time to make them - and it’s clearly reflected when we look at the performance of the Ambient Desserts category, with individual sponge puds driving the growth1,” comments Matthew Critchley, Category Marketing Director, Desserts & Homebaking. 

“The top 10 SKUs in the sector account for two-thirds of total Ambient Sponge Puds sales1, of which half are Mr. Kipling, so it is vital that retailers are stocking the right range to drive sales. We have attracted new shoppers to the category with our Mr. Kipling Sponge Puddings and are now looking to strengthen our momentum with interesting NPD, across both Cadbury and Mr. Kipling, which targets shoppers on the look-out for the quality and taste of a trusted brand.”

Category Insight:

The Ambient Desserts category is currently worth £17.2m1 and is growing.  

Premier Foods currently accounts for 4% of Ambient Sponge Puddings sales since the launch of Mr. Kipling Sponge Puddings. 

 

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Original source: Premier Foods Plc