FDBusiness.com

Premier Foods has launched a range of indulgent Cadbury Heroes Cupcakes, taking the Heroes brand into the cake market for the first time.  Available now in Tesco and Morrisons, and rolling out nationwide, the range comprises three iconic Cadbury flavours – Crunchie, Caramel and Flake.

With the cupcake market currently worth £20 million and growing at +9% YOY₁, Cadbury is perfectly positioned to introduce a new range to the market, as a well-known and trusted brand.

The new cupcakes are available in a 12-pack party platter, consisting of all three flavours – perfect for sharing and celebratory occasions, whilst the Crunchie and Flake varieties are also available in twin-packs. The Cadbury Cakes brand appeals to families, with 60% of shoppers under the age of 55₂, which is why the iconic Cadbury brand is perfectly placed to help retailers recruit new shoppers into the growing cupcake market, and encourage them to trade up to branded options, to help drive value.

Carolyn Longcroft, Senior Brand Manager for Cadbury Cakes at Premier Foods, comments: “The launch of our first Cadbury Cupcakes into the market is an exciting venture for the brand. It’s a sector which has seen fast growth in recent years with chocolate emerging as a key flavour so we offer a clear point of difference for consumers and retailers by taking such iconic chocolate brands into cupcakes. The Heroes brand is already a firm family favourite and our 12-pack party platter is perfect for celebrations coming up to Easter.”

[1] IRI 52 w/e 11 March, 17
[2] Kantar data to 52 we 1st Jan 2017