Premier Foods is extending its range of Cadbury Cakes with the launch of Oreo and Freddo Cupcakes. Available in stores from 8th April, this is the first time the iconic Oreo and Freddo brands have been made available in ambient cake, opening up a sweet opportunity for retailers. The introduction of these 12-pack party platters follows on from the success of Cadbury Heroes Cupcakes. Launched last year, the product is now the number one branded cupcakes platter in the market and has delivered £2m in sales.
As Oreo continues to be one of the most well-known and loved biscuit brands, the new format is set to help retailers attract new shoppers into the cake segment. The platter includes three tasty cakes – original, caramel flavour Birthday Party and Choc’o Brownie Flavour – making it ideal for sharing with friends and family. Freddo cupcakes also feature two varieties, with the chocolate sponge topped with either Freddo faces or chocolate buttons.
Mathew Bird, Brand Director for Sweet Treats at Premier Foods, comments: “Oreo and Freddo are iconic brands from Mondelez and we’re delighted to be taking these into the cake aisle for the first time. We know there is appetite for sharing formats of treats like these, owing to the success we’ve had with Cadbury Heroes Cupcakes which has recently been named cake Product of the Year 2019.
“We know it’s important for retailers to offer shoppers choice, and are confident that expanding our range will open up a greater sales opportunity – particularly as we are targeting different occasions with the Freddo cupcakes, which are under 85kcal each.”
Both new flavours are available in 12-pack platters with Oreo Cupcakes carrying an MRSP of £8.50 and £5.00 for Freddo Cupcakes.
 IRI Grocery Outlets, Total Fairy Cakes and Cupcakes, 52 w/e 26th January 2019
 Winner Cake Category. Survey of 10,399 people in UK & ROI by Kantar TNS