Premier Foods is introducing a whole cakes range to its Cadbury line in an aim to attract younger shoppers to the cake aisle.

Three Cadbury cake lines – Crunchie, Caramel and Mini Rolls – are being launched in mid-sized sharing cake format and will be supported by in-store POS, sampling and digital. The Big Crunch and Caramel cakes serve 10, while the Mega Roll Raspberry cake serves 12. Each has an MRSP of £5.99.

Joanna Agnew, brand director, Cadbury Cakes, said: “Occasion cakes have seen significant growth of +5.7% [IRI  52 w/e 9 July 2016] and have become a popular choice with young adult shoppers who enjoy celebrating the everyday moments of life. Cadbury whole cakes will aim to attract new whole cake shoppers into the category with a range from brand they already know, love and trust.”

Premier Foods claimed the Cadbury Cakes range has seen double-digit growth year on year [IRI rolling 52 w/e 23 July 2016 retail sales % growth].

Agnew added: “This has given us great confidence to launch into this arena with Cadbury Cakes, as 88% of shoppers already buy into the brand [Kantar data to w/e 09.07.16].”