Premier Foods plc has announced its debut in the UK "nibbles and bites sector" with the launch of a Cadbury Amaze Bites.
Amaze Bites is a range of bite sized brownies covered in Cadbury chocolate. It is available in two flavours: Double Chocolate Brownie and Chocolate and Orange Brownie.
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Joanna Agnew, head of Cadbury Cakes, said: "This is an incredibly exciting time for us as we enter the nibbles and bites arena. The huge growth of the sub sector demonstrates that shoppers are still demanding sweet treats, but in smaller bite-size portions. With Cadbury confectionery products already found in 88% of UK households, the brand is in a prime position to drive incremental cake sales even further."
The product comes in re-sealable tubs with each tub comprising 14 brownies. It will launch in UK supermarkets in October 2015.
Premier said the nibbles and bite sub sector of the cake category in the UK is now worth GBP79.5M and growing at +10.1% yoy in value sales. and the launch targeted the "adult sweet snacking occasion".
Matthew Williams, marketing activation director at Mondelez International, added: "The ambient cake nibbles and bites sector has seen strong growth over the last year and will fuel further growth through this creative double blended recipe of the new Amaze Bites range and the strength of the Cadbury brand."
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By GlobalDataAmaze Bites will have an RSP of GBP1.99 (US$3.10)
