Premier Foods, through its Cadbury Cakes brand, is entering the nibbles and bites cake sector with the launch of new Cadbury Amaze Bites.
The range, which launched in the Grocery channel in October last year, is now available within Convenience and Wholesale.
Cadbury Amaze Bites are bite-sized brownies covered in Cadbury chocolate, with a double-blended cake texture inside. They are available in three flavours – Double Chocolate Brownie, Chocolate & Orange and Chocolate & Mint Brownies.
Within the cake category, the nibbles and bites sub-sector is now worth £78.6m and growing at +2.6% yoy (+8.0% in the latest 12 weeks). The growth of the sub-sector is outperforming that of the overall category and demonstrates that shoppers are still demanding sweet treats, but in smaller bite-size portions.
Joanna Agnew, Brand Director of Cadbury Cakes, commented: “This is an incredibly exciting time for us as we enter the nibbles and bites arena and we can’t wait for the impulse and wholesale channel to benefit from the consumer interest and new shoppers Cadbury Amaze Bites have brought into the sector.”
Matthew Williams, Marketing Activation Director, Mondelez International, added: “The ambient cake nibbles and bites sector has seen strong growth over the last year and will fuel further growth through this creative double blended recipe of the new Amaze Bites range and the strength of the Cadbury brand.”
Cadbury Amaze Bites has an rrp of £1.99 (14 brownie bites per tub), available in case sizes of six and with a shelf life of 49 days (Double Chocolate Brownie), 56 days (Chocolate & Orange and Chocolate & Mint Brownies).
