Crunchie's celebration

07 October, 2011

Premier Foods has expanded its Cadbury Celebration Cake range with the launch of a Crunchie Celebration cake. The new cake forms part of a wider initiative by Premier to introduce confectionery brands in cake formats. The RSP is £6.49 and the cake divides into at least 10 portions.

Premier hopes the round cake, consisting of layers of honeycomb sponge, Crunchie-flavoured buttercream, smooth Cadbury milk chocolate and Crunchie pieces, will replicate the success of its Flake celebration cake. Following a change in shape from a log to a round format, in 2009, the Flake cake's sales rose 133% to make it the UK's best-selling celebration cake, according to the firm.

Premier Foods head of marketing cakes Michelle Wilde said: "We are positive the new Crunchie cake will attract new consumers to the category."





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