United Biscuits has launched cake ranges under the Jacob’s Club and Crawford’s biscuit brands in the UK.

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The new products will be available from the beginning of April, with the new ranges aimed at providing retailers “with two strong branded cake ranges, at a value price point, to meet the changing shopper habits in today’s economic climate”.


The McVitie’s Cake Company, part of UBUK, is to introduce a range of whole cakes and mini rolls under the Crawford’s brand. Price marked at GBP0.79, the Chocolate and Madeira whole cakes mirror the packaging design of the original Crawford’s Biscuits to boost consumer recognition. The two variants will also be available in extra value twinpacks priced at GBP1.00. Also available at a retail price of GBP1.00 will be 10-packs of vanilla flavoured, cream-filled mini rolls coated in milk chocolate.


Meanwhile, a range of sponge cake bars will be launched under the Jacob’s Club brand. The range will include two variants, a chocolate orange cream centre and a chocolate cream centre, both coated in milk chocolate, retailing at GBP1.00 for a 10-pack.


“The new cake launches will provide retailers with the ability to offer their customers good quality products that are excellent value for money,” said Mike Benton, marketing controller at McVitie’s Cake Company. “The price marked packs and the clear on-pack communication that both ranges are free from artificial colours, flavours and hydrogenated vegetable oil, will build consumer confidence in the Crawford’s and Jacob’s Club brands.”

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