Premier secures Cadbury Heroes cupcakes listing

Premier Foods has secured distribution in Tesco and Morrisons for a range of Cadbury Heroes Cupcakes, which take the Heroes brand into the cake market for the first time.

Rolling out nationwide over the next few weeks, the range comprises three Cadbury flavours: Crunchie, Caramel and Flake. Each cupcake is made up of sponge, frosting and a Cadbury chocolate.

Heroes Cupcakes are available in a 12-pack party platter, consisting of all three flavours, and are also available in twin-packs containing the Crunchie and Flake varieties.

The 12-pack party selection carries a recommended price of £8, while the two-pack varieties are priced at £1.89.

“The cupcake sector has seen fast growth in recent years, with chocolate emerging as a key flavour,” said Carolyn Longcroft, senior brand manager for Cadbury Cakes at Premier Foods.

“We offer a clear point of difference for consumers and retailers by taking iconic chocolate brands into cupcakes.”

The cupcake market is currently worth £20m and growing 9% year on year, according to IRI.

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