Premier Foods has unveiled a Choc Tarts lineup under its Cadbury Cakes banner, with the intention of attracting younger shoppers to tarts in the run up to Easter.
Set to roll out from 13 February, the festive four-strong selection comprises variants based on a quartet of popular Cadbury ranges – Crunchie, Flake, Caramel and Mini Egg – each filled with either brownie or sponge and topped with chocolate confectionery (rsp: £1.99/4x48g).
The NPD aimed to draw more youthful consumers to the rising tarts sector, in which 60% of purchases were by older shoppers, according to Premier senior brand manager Lucy Bailey. “Tarts are growing at 4%, but with most enjoyed by over-55s, there is room to drive additional sales.”
With value up 9.8% [Nielsen 52 w/e 8 October 2016], Cadbury Cakes was “perfectly placed” to encourage new shoppers to buy tarts, said Bailey.
The portfolio’s success had been down to “continued success of our core range” along with launches including last autumn’s range of sharing cakes aimed at young adults – the early success of which had demonstrated “the demand for innovation from a popular, trusted brand”, Bailey said.
Premier’s latest move in cakes follows the extension of Mr Kipling into snack-pack formats last April to broaden the 50-year-old brand’s audience – as part of a larger sales and marketing strategy by the supplier that saw the creation of its Cake on the Go team. In the same month, a campaign saw the return of Mr Kipling’s ‘Exceedingly Good’ slogan.
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