Premier Foods is expanding its range of Cadbury Cakes with the launch of two new Cake Bars, inspired by the much-loved Cadbury Crunchie and Fudge chocolate bars. In store from 4th January 2021, the launch marks the first time that these iconic flavours have been made available in an ambient cake format, in a category worth upwards of £1bn in retail sales[1].

The expansion to Premier Foods’ Cadbury Cake Bar line up comes after a period of sustained growth in the sector, with sales up +21% over the last 2 years[2], with these two additions set to continue that success. With chocolate cake bars worth £20m[3], the range extension presents an opportunity for retailers to increase footfall in store attract new shoppers to the category. As instantly recognisable brands from Cadbury, the new Crunchie and Fudge Cake Bars have performed well in consumer testing, achieving superiority for overall liking[4] when compared to existing products in the category.

Mathew Bird, brand director for Sweet Treats at Premier Foods, comments: “Cadbury Crunchie and Fudge are firm favourites in the chocolate aisle. Our Cake Bar range gives shoppers more ways to enjoy their favourite Cadbury treats, while also giving retailers the opportunity to expand their cake sales into new occasions and increase impulse purchases.”

Made with a chocolate sponge, the Cadbury Crunchie Cake Bar is topped with honeycomb flavoured crème with honeycomb pieces and coated in Cadbury Milk Chocolate. The Cadbury Fudge Cake Bar offers the same delicious chocolate sponge encased in milk chocolate, but delivers the recognisable flavour of the confectionery treat with fudge flavoured crème and fudge pieces. Individually wrapped and priced at £1.85 for a pack of five, the newcomers to the range offer consumers great value and versatility for a host of treating occasions.

“As a category, ambient cake isn’t viewed by shoppers to offer the same levels of ‘treat’ and ‘reward’ as confectionery[5]. Being able to offer a wider range of Cadbury flavours will allow our Cake Bar and range to unlock significant growth opportunities for the category,” Bird concludes.

The Cadbury Fudge and Crunchie Cake Bars products will be available alongside the existing range of Cadbury Cake Bars across the grocery channel from 4th January 2021.

[1] Kantar Worldpanel, APC, Total Market, 52 w/e 29 Nov 20, £1.1bn Value Sales

[2] IRi Data, Cadbury Small Cakes, IRI Grocery Outlets, 52 w/e 29 Nov 20 vs. 52 w/e 01 Dec 18, Value Sales

[3] IRi Data, Cake Bars (AYR & Seasonal), IRI Grocery Outlets, 52 w/e 29 Nov 20, Value Sales

[4] Crunchie and Fudge Cake Bars, CLT, November 2020, Superiority to Cadbury Cake average and Category average

[5] 38% of occasions vs 50%

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