The UK’s number one mini rolls range[1], Cadbury Mini Rolls is introducing two new flavours – Chocolate Orange and Chocolate Mint – to its line-up of top selling products this month (March). The launches join the existing Milk Chocolate and Chocolate Raspberry versions of this iconic product and aim to drive further demand for Mini Rolls with flavours not currently seen in the category.
The mini rolls segment is currently worth £70m[2]. It is expected that Chocolate Orange and Chocolate Mint will follow in the footsteps of the Milk Chocolate and Chocolate Raspberry versions that now represent 70% of the total mini rolls segment[3]. The new flavours were incredibly popular during early consumer testing with 84% saying they liked the taste of the Chocolate Orange Mini Roll and 90% the Chocolate Mint product[4].
Mathew Bird, brand marketing director for sweet treats at Premier Foods commented:
“The new additions to the range give us the opportunity to broaden the appeal of Cadbury Mini Rolls and keep them relevant with a new audience. Our insights reveal that mint flavours, in particular, appeal to a younger adult audience[5]*, while chocolate orange shows no sign of slowing down as a popular combination.”
Chocolate Orange and Chocolate Mint Cadbury Mini Rolls are available across the grocery channel from March 2023 in packs of five with a MRSP of £2.25.
* Ages 18-34 – compared to 34-54 and 55+
[1] IRI Grocery, All Outlets, 52 w/e 28th January 2023
[2] IRI Grocery, All outlets, 52 w/e 28th January 2023
[3] IRI Grocery, All outlets, 52 w/e 28th January 2023
[4] Central location testing, 120 respondents, September 2022
[5] Toluna Survey, May 2022
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