LYONS LAUNCHES TEASHOP CLASSICS TO DRIVE TEATIME CAKE SALES
Premier Foods’ traditional cake brand Lyons is launching a new range of Teashop Classic Cakes to capitalise on the growing teatime occasion. The simple, tasty and attractive cakes, available in St Clements, Classic Choc Chip and Sultana & Cherry variants, have been created to give consumers a treat worthy of a teashop.
As an occasion for Sweet Treats, Teatime is in growth, with sales increasing 5% year-on-year . Cakes and Pastries are the largest category within the occasion, of which a key driver is Large Ambient Cakes . This information fits perfectly with the Lyons brand, which sees 34% of its cakes consumed at Teatime . Lyons’ penetration is currently increasing by 8% year-on-year .
Simon Hawkes, Head of Marketing for Lyons, says, “Lyons has been making quality British cakes for homes and tea rooms for over 100 years, so is perfectly suited to launching a range of teatime cakes. We are looking to target older consumers, mums and families, who are looking for a familiar product to enjoy with a cup of tea at snack times. We’re expecting to drive incremental sales and encourage shoppers to trade up, based on Lyons’ strong heritage and branding credentials.”
Lyons Teashop Classics will be packaged in a window-topped box, to demonstrate confidence in the quality of the product. The packs will also highlight Lyons’ baking heritage by displaying the date of the brand’s launch.
Lyons Teashop Classics are available in case sizes of 12 (Sultana & Cherry) or 18 (other variants). They have an RRP of £1.
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