Premier Foods is hoping to woo older shoppers with the launch of a range of Cadbury Roses Cake Bars.

The bars feature the Roses flavours of Strawberry Dream and Orange Crème, while an exclusive Coffee Escape variant will be available in Morrisons.

The cake bars are made under a licensing deal with Cadbury owner Mondelez International. The partnership was recently renewed and the number of licensed countries increased while giving Premier the option to use the full range of Cadbury brands in ambient cakes.  

“We have just launched new Cadbury Roses Cake Bars – a completely new proposition for us, using the iconic Roses flavours to attract an older audience to the cake aisle,” said Joanna Agnew, brand director for sweet treats at Premier Foods.

“This is the perfect launch time as Roses are such a festive favourite, so the range will present retailers with the opportunity to site the cakes as part of secondary Christmas fixtures. Individually wrapped, Roses Cake Bars are ideal for sharing at home or enjoying on the go.”

Sales from Premier’s cakes division – including Mr Kipling and Cadbury cakes – rose 3.8% to £48.7m over the first quarter of the 2017 financial year.