May 6, 2010, 3:59 pm

Premier Foods has announced the launch of Cadbury Cherry & Vanilla Mini Rolls, a new addition to the popular Cadbury Mini Rolls range. The new flavour features chocolate sponge filled with a double layer of cherry jam and vanilla crème, smothered in Cadbury milk chocolate.

The snacking and lunchbox category is worth £159.3m, with Cadbury Mini Rolls bringing sales of £36.5m to the market. This latest range extension aims to grow sales even further by replicating the success of the existing Chocolate, Caramel and Strawberry Jam variants.

The introduction of a fourth SKU will be positioned as a rolling refresh variant, enabling Cadbury Mini Rolls to bring new news to the consumer every six months via delicious flavours. Retailers are encouraged to stock up on the new Cadbury Mini Rolls to take advantage of this excellent sales opportunity as consumers look for a sweet snack at home or on the go.

Matt Hunt, Head of Marketing for Cakes at Premier Foods, says, “The Cherry & Vanilla flavour brings fruity news to the brand with a fun flavour that has researched very positively. This new addition broadens consumer choice with a modern, relevant flavour and will drive incremental sales in cake by extending the Mini Rolls range, a firm family favourite.”

The Cadbury Mini Rolls range will be supported as part of Premier Food’s Great Little Ideas campaign, which aims to give mums hints, tips and twists on how to use some of Britain’s best loved food brands. The Great Little Ideas brand logo, a bright yellow star, will appear on pack. The Cadbury Mini Rolls ideas include heating a Mini Roll in the microwave and serving with ice cream, and making a Mini Rolls milkshake.

Cadbury Cherry & Vanilla Mini Rolls are available from April 12th and have an RSP of £1.35 for a pack of 6. The case size is 12.


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