Crunchie's celebration

07 October, 2011

Premier Foods has expanded its Cadbury Celebration Cake range with the launch of a Crunchie Celebration cake. The new cake forms part of a wider initiative by Premier to introduce confectionery brands in cake formats. The RSP is 6.49 and the cake divides into at least 10 portions.

Premier hopes the round cake, consisting of layers of honeycomb sponge, Crunchie-flavoured buttercream, smooth Cadbury milk chocolate and Crunchie pieces, will replicate the success of its Flake celebration cake. Following a change in shape from a log to a round format, in 2009, the Flake cake's sales rose 133% to make it the UK's best-selling celebration cake, according to the firm.

Premier Foods head of marketing cakes Michelle Wilde said: "We are positive the new Crunchie cake will attract new consumers to the category."

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