Premier Foods is looking to boost summer sales - by encouraging consumers to eat its Cadbury Mini Rolls frozen.

The ambient specialist is expanding the cake range with three new lines inspired by ice cream flavours - Toffee Ripple, Choc Mint and Raspberry Ripple - that roll out next month (rsp: £1/six rolls). And it is hoping to drive sales in warmer weather with a Try Me Frozen flash on packs of the new rolls and the core milk chocolate variant.

“We have identified summer as a strong area of growth potential, especially with this new usage occasion” said Cadbury Cakes marketing controller Darryl Curtis, adding that Premier would promote the Try Me Frozen positioning with “significant” advertising investment.

Cadbury Mini Rolls is the Britain’s top-selling cake range, according to The Grocer’s Top Products Survey, and grew 0.2% year-on-year to £40.1m [Nielsen 52w/e 13 October 2012].

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