Premier Foods has announced plans to update its Cadbury Cakes range

Premier Foods has announced plans to update its Cadbury Cakes range

Premier Foods plc has added three products to a revamped Cadbury Cakes range, which it makes under licence for Kraft Foods in the UK. 

The company has developed a double choc Mini Mini Rolls line as well as cake bars using Cadbury's Boost and Turkish brands.

Sarah Burnett, Premier's senior cake brand manager, said the launch of the Boost cake bar, planned for next month, in August would be the "biggest launch in cake bars for a long time".

Burnett said Boost was a "high energy brand" that appeals to young adults and Premier was "really excited" to see how the cake bar line performed after "exceptional results" in consumer trials".

The Cadbury Double Choc Mini Mini Rolls are a chocolate flavoured sponge with a chocolate crème swirl covered in Cadbury Milk Chocolate. Burnett said the launch of the product came as the sharing segment of the category was "flourishing".

"Cadbury Bites are attracting new consumers to the cake fixture, with a third of those who bought Mini Mini being new to the category," Burnett said. "The NPD will continue to drive this momentum and grow Cadbury's presence in the thriving sharing sector of the cake category."

The new products come as Premier refreshes the range's packaging and changes the recipe for its Milk Chocolate Cake Bar. The product consists of a layer of chocolate sponge topped with chocolate cream and encased in Cadbury milk chocolate.

Premier said the entire Cadbury Cake Bar range will have its packaging updated to keep the range "relevant to consumers and drive incremental sales". The Milk Chocolate, Jaffa and Mint cake bars will have "sleek new packaging that embodies the Cadbury brand and brings out the Cadbury quality cues".

The Caramel and Fudge cake bars have updated packaging, which Premier said reflects their parent confectionery brands with "excellent shelf stand out". All Cadbury cake bars are individually wrapped, "making them perfect for snacking on the go," added Premier.

The cake bars have an RRP of GBP1.45 (US$2.30) while the Mini Mini Rolls range has an RRP of GBP1.99.