Premier Foods has expanded its celebration and whole cake portfolio with the launch of two new products – Cadbury Dairy Milk Caramel Layer Cake and Cadbury Crunchie Celebration Cake. With the whole cake segment now worth £136m and experiencing 13.7% growth (YOY)[1] – and the celebration segment worth £175m[2], the latest duo of products are ideally placed to appeal to shoppers who are seeking cakes suitable for large groups and sharing occasions. 69% of families also said Cadbury would be their brand of choice for a family treat, making these cakes an ideal addition for retailers.
Mathew Bird, brand director at Premier Foods, commented: “Consumers are demanding constant flavour innovation within the whole cake category. These launches provide an opportunity for retailers to bring the whole cake category to life and respond to the latest shopper demands for added value and celebration treats from brands they recognise and trust.”
The launch of the Cadbury Dairy Milk Caramel Layer Cake fills the gap for caramel flavours within the whole cake segment and it follows the success of other Cadbury products, including the Cadbury Caramel Cake Bar which is now the number one selling Cadbury cake bar[3].
Similarly, the Crunchie sub-brand is known and trusted by consumers, with 25% household penetration[4], and is the perfect choice for weekend and treat moments, making it a great addition to retailers’ ranges.
The Cadbury Dairy Milk Caramel Layer Cake and Cadbury Crunchie Celebration Cake are now available in Morrisons and Asda. The Cadbury Dairy Milk Caramel Layer Cake has an MSRP of £4 and serves 8 while the Crunchie Celebration Cake has an MSRP of £13.50 and serves 14.
[1]IRI 52w/e 6th August 2022
[2]IRI 52w/e 6th August 2022
[3] IRI 52w/e 6th August 2022
[4] Turf research Feb 21
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