The Fabulous Bakin' Boys is launching an attack on the premium end of the cakes and biscuits category with a new sub-brand called Absolutely Fabulous.
The handmade products, which use premium ingredients, have been developed to boost the brand's appeal among an older, more affluent age group.
Four lines are being launched next month - a Deeply Fruity cake slice, a Belgian chocolate brownie, a papaya, pineapple & apricot flapjack and a cherry, cranberry and blackcurrant flapjack. All will carry a premium price of £1.49 compared with the company's 99p rsp standard lines.
The new products will initially be sold through the convenience and foodservice channels to build brand loyalty, but the company said that it was planning to offer multipacks at the start of next year once the brand was established.
"Our customers are looking for more premium products but 99p to £1.49 is a big step to make in one go, so we are using the impulse channels first," said MD Gary Frank.
He added that the launch marked the next stage in the company's 'Bakin' Evolution' strategy, developed to make a wide variety of products appeal to a larger audience. "We can be the BMW of the cake market, which has both a Mini and a Seven Series, but with a bit of fun and humour as well," said Frank.
"We are in a position to do this. Other brands have
a clearly defined target
audience, but we can get away with it because we are all about producing different things."
From the end of this month, all products in the portfolio will be free from hydrogenated fats, artificial colours and flavours and will also sport new packaging. Frank said that the company's products would never go down the better-for-you road. "Our message is don't get grumpy about cakes. They're a treat."