Premier Foods is expanding its recently launched ‘whole cakes’ range as part of its seasonal Easter line-up.

A Cadbury Mini Egg Easter Joy Cake (rsp: £5.99) is the latest addition to the large cakes range launched by Premier last autumn to attract younger shoppers to the cake aisle. The whole cake is filled with yellow butter cream and topped with Cadbury Mini Eggs.

Citing IRI data, the business said it was aiming to tap the 5.2% growth in the£138m ‘occasions cake’ market with its Easter products.

Other new cakes in the Easter line-up are Orange & Lemon Slices and Lemon Bakewells.

“We know shoppers consider Easter as a family-orientated occasion and wanted to offer a selection of treats which can be shared with friends and family during the seasonal occasion,” said Karmel Maletta, innovation controller for Mr Kipling and Cadbury Cakes at Premier.

Mr Kipling and Cadbury Cakes together account for more than 80% of the Easter cake market according to IRI data.

Premier Foods’ Easter cakes line-up

Mr Kipling

  • Lemon Fancies – £1.00
  • Lemon Bakewells – £1.00
  • Orange & Lemon slices – £1.00
  • Lemon Whirls – £1.00

Cadbury Cakes

  • Mini Eggs Chocolate Gateau – £2.49
  • Mini Eggs nest – £2.49
  • Selection Box – £3.00
  • Chocolate gateau – £3.00
  • Cadbury Mini Egg Easter Joy Cake – £5.99