Cadbury is making its debut on instore bakery fixtures with the launch of Mini Dipping Donuts.
Manufactured under licence by Kitchen Range Foods, the packs of 12 mini ring doughnuts are due on shelf in all major multiples from mid-September. They also contain two pots of dip one with Cadbury chocolate sauce and the other with either Dairy Milk or Crunchie pieces.
The newcomers are the first branded doughnuts on the fixture and they mark the first stage in their producer's bid to push its foodservice expertise into retail.
David Young, head of marketing, said that doughnuts were the bestselling instore bakery products, but had been flagging compared with other sectors.
He claimed the Cadbury product, which is delivered frozen and pre-packed in acetate trays, offered significant benefits for the retailer.
"There are no wastage or staffing issues and the retail price is £1.69, which is a significant premium," he said.
Posters emphasising both dipping and branding will back the launch around stores and on major routes leading to them.
The company has plans for further products based on the same concept, as well as possible brand extensions for the Cadbury product.