Ultimate, as the new range will be known, is rolling out to stores now and will benefit from a £1m marketing spend. Most of the money will be spent on adverts in 19 key consumer magazine titles. The company said it had decided to introduce a premium range to its portfolio after "doubling" its market penetration in recent years.
Six premium varieties are now set to hit shelves Carrot, Chocolate Fudge, Coffee and Walnut, Toffee, Lemon, and Fruit each retailing at £2.49 and containing enough for eight servings, said the company.
Commercial director Andrew Jones said: "We have seen rapid growth in recent years and, following in-depth research with both existing and potential customers, we felt the time was right to launch a range of premium products with a homemade and traditional feel.
"We wanted our customers to be able to treat themselves for special occasions with a brand of impressive quality."
The baker is also relaunching its everyday, tray bake cakes and linking up with the charity Breast Cancer Care to raise a "minimum" of £50,000 from the sale of 5 million packs bearing the charity's distinctive pink ribbon logo. The six varieties in Entenmann's standard offering have an rsp of £1.49.