Cadbury-branded products are making an appearance in fresh cream cakes and desserts in a bid to tackle the dominance of own label in the fixture.
Chilled manufacturer Kensey Foods is launching five Cadbury products under licence from October 31, sold exclusively into Tesco. The products will then be available to other retail outlets from spring next year.
The company has produced Flake 99 Cream Horns (rsp: £1.99), comprising two sugar-coated flaky pastry horns with chocolate ganache, fresh cream and Cadbury Flake, and a Banana Split (rsp: £2.49), smothered in chocolate custard and topped with whipped cream and chocolate curls.
A Chocolate Sponge Pudding (rsp: £2.99), Chocolate Gateau (rsp: £2.49) and Chunky Chocolate Cheesecake (rsp: £3.99) complete the range.
Sales director at Kensey Foods, Tony Corscadden, said that around 95% of the fresh desserts category was own label and that many people did not shop the fixture because of the lack of brands. While companies such as Gü have made an impact, he said there were still many own label lines with no branded alternative.
“We knew there was an opportunity for fresh branded chocolate products,” he said.
Kensey Foods said it was already working on phase two of the range, which will involve using other Cadbury brands, such as Caramel and Crunchie, and which would not just be ‘me toos’. “We will have to bring something different to the market,” said Corscadden.