Cake maker Entenmann's is going upmarket with a premium range of baked offerings under a new banner.
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.