Nestlé has lifted the lid on the first products to come out of its five-year deal with cake manufacturer Memory Lane.

The deal, which is certain to intensify the battle between Nestlé and Cadbury in the cake category, was not expected to bear visible fruits until early next year. But The Grocer has been given an exclusive preview of what’s on the agenda.

Milkybar is going into the cake bowl for the first time to produce tubs of 15 mini muffins and packs of nine mini cakes.

The Rolo and Double Cream brands will also make their debut in big mini rolls and tubs of mini roll bites.

Rolo and Rowntree’s muffins will hit mini snacking formats in packs of three for c-stores and tubs of 15 for larger stores. And the Smarties brand will launch into packs of nine mini cakes. Nestlé business development manager Mark Jacobs said there would be more activity in 2004: “New product development will focus on high growth and added value sectors as well as further innovation and renovation of our core range.”

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