Big bite start to year

PREMIER Foods says its latest launch in the cake market has been an immediate success. Cadbury Amaze Bites were launched in January this year and Premier says the brand is already worth £2m.

Premier kipling[1]

Channel director, impulse at Premier Nick Wood said the nibbles and bites sub-sector within cakes is now worth £78.6m and growing at a rate of  2.6% a year.

Premier CadburyHe added: “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.”

Amaze Bites are available in Double Chocolate Brownie, Chocolate and Orange and Chocolate and Mint Brownie varieties.

Wood said: “It is important to signpost new products through best sellers, for example, place Cadbury Amaze Bites next to Cadbury Mini Rolls to capitalise on the brand name.”

He continued: “To take advantage of the impulsive nature of cakes, position small cakes at eye level.”

The start of 2016 was also important for Premier Foods’ Mr Kipling range, which has been given a makeover. There’s a new logo and new packaging across the portfolio.