Premier Foods and Cadbury owner Mondelez are entering the snacking arena with the launch of “step-change product” Cadbury Amaze Bites.
The bite-size brownies contain chocolate chips, are covered in Cadbury chocolate and come in two flavours: Double Chocolate Brownie and Chocolate and Orange Brownie.
Amaze Bites are targeted to the adult sweet snacking occasion and packaged in a re-sealable tub. They launch from October with 14 brownies per tub at recommended retail price of £1.99.
Cadbury’s has a 7.5% value share of the total cake category, YTD this has increased to 8.3% [IRI YTD 4 July 2015].
Joanna Agnew, head of Cadbury Cakes, said: “This is an incredibly exciting time for us as we enter the nibbles and bites arena. The huge growth of the sub sector demonstrates that shoppers are still demanding sweet treats, but in smaller bite-size portions.
“With Cadbury confectionery products already found in 88% of UK households, the brand is in a prime position to drive incremental cake sales even further. With Amaze Bites both the product and the new tub format perfectly suits the adult sweet snacking occasion, as they are great for sharing with family and friends."
Matthew Williams, marketing activation director, Mondelez International, said: "Mondelez International is delighted to be working with Premier Foods to launch this innovative cake bites range. The ambient cake nibbles and bites sector has seen strong growth over the last year and will fuel further growth through this creative double blended recipe of the new Amaze Bites range and the strength of the Cadbury brand."