Premier cake mix NPD

Source: Premier Foods

Premier Foods has expanded its Cadbury cakes range and Mr Kipling home baking line-up.

The business has rolled out a Cadbury Dairy Milk Caramel Layer Cake and a Cadbury Crunchie Celebration Cake to Morrisons and Asda stores.

Premier said the Cadbury Dairy Milk Caramel Layer Cake, which serves eight people (rsp: £4), would fill a gap in the whole cakes category for caramel flavours. It follows the launch of the Cadbury Caramel Cake Bar that is now the brand’s top-selling cake bar.

The Cadbury Crunchie Celebration Cake (rsp: £13.50) serves 14 people and comprises a honeycomb flavour sponge with a honeycomb flavour filling, covered in milk chocolate and decorated with honeycomb pieces.

“Consumers are demanding constant flavour innovation within the whole cake category,” said Premier Foods brand director Mathew Bird. “These launches provide an opportunity for retailers to respond to the latest shopper demands for added value and celebration treats from brands they recognise and trust.”

Premier is also launching its first premium cake mixes and icing for home baking, stating that indulgent food and drink is in growth across many categories but has yet to be fully capitalised on in some sectors of home baking.

The business is hoping to tap this opportunity with its Mr Kipling Triple Chocolate Cake Mix, Belgian Milk Chocolate & Zesty Orange Indulgent Cake Mix and Mr Kipling Chocolate Fudge Fill & Glaze Icing (all rsp: £2.75). The cake mixes and icing contain Belgian chocolate to give a rich bake.

“These new additions have achieved excellent product testing scores that outperform others in key areas, including purchase intent and indulgence, to attract a wide range of shoppers into the baking category,” said Helen Touchais, Premier Foods brand director for flavourings, seasonings and home baking.

“We hope the simplicity and convenience of the range will give consumers confidence to overcome any fears of baking failures.”

Premier this week announced that revenue from its branded baked goods grew by 2.1% to £102.2m in the past six months, with total revenue from its Sweet Treats division up 5.1% to £115.6m. The company said volumes had fallen as a result of less promotional activity over the period, but added that this had been offset by price rises to recover cost inflation.