PREMIER Foods is using a big British summer movie to promote its Cadbury Amaze Bites over the coming months.
The tie-in with Absolutely Fabulous: The Movie, starring Jennifer Saunders and Joanna Lumley, includes an on-pack promotion offering consumers the chance to win a luxury shopping spree.
And a new special edition Chocolate Raspberry flavour of Amaze Bites is out now and will remain available until August.
Innovation controller, Cadbury at Premier Foods Karmel Maletta said: “Special editions not only enable us to offer exciting new flavours, but also help attract new shoppers to the cake category.
“Our insight shows that this new variant will appeal to new consumers, and with the Cadbury Cake brand at an all-time high of £78.7m, an increase of 11% year on year, Cadbury Amaze Bites are perfectly placed to help retailers increase cake bite sales this summer.
“The film is a great fit for Cadbury Amaze Bites as both appeal to an audience who like to have fun.”