This month the company is rolling out Double Choc Mini Mini Rolls (rsp: £1.99) alongside a reformulated Cadbury Milk Chocolate cake bar consisting of chocolate sponge topped with chocolate cream and covered in Cadbury chocolate (rsp: £1.45). It will also be adding a Boost cake bar to the line-up in the next few months, following the roll-out of a Turkish variant last month.
Premier said Boost was the biggest cake bar launch for a long time. "Boost is a high-energy brand that appeals to young adults and we are excited to see how it performs," said Sarah Burnett, senior brand manager for cake.
The company is also refreshing packaging across the range, with the aim of improving standout and driving incremental sales of Cadbury cakes, which have grown 1.1% by value over the past year [IRI 52w/e 14 May 2011]. Sales of the brand's Mini Rolls have grown 10.4% by value over the same period. Premier said it hoped the launches would bring new consumers to the category.
Meanwhile, Burton's Foods is overhauling Cadbury Animals with a new pack design, logo and animal characters. Sixteen different designs will feature on bags of Cadbury Mini Animals, each setting a puzzle or giving kids advice on friendship and teamwork. Cadbury Animals are sold in packs of six bags (rsp: £1.59).