Premier Foods is set to drive sales during the Halloween period by launching several spooky cakes through its Cadbury Cakes and Mr Kipling brands.
Cadbury Cakes will offer Pumpkin Patch cakes at £2.49, Mini Rolls Chocolate Trick or Treat packs at £2.00 and Blackcurrant Mini Rolls at £1.00. Meanwhile Mr Kipling will bring back its Fiendish Fancies, Choc & Slime slices and Terror Toffee whirls – all priced at £1.00.
Both brands’ seasonal ranges will be available in major retailers, wholesale and impulse.
Karmel Maletta, innovation controller for Cadbury Cakes and Mr Kipling at Premier Foods, commented: “Seasonal events continue to be massively important, bringing new shoppers into the cake category.
“We know our shoppers love to try new products, particularly during occasions such as Halloween, so it is important that retailers create bespoke seasonal sections to attract consumers and drive impulse purchases.”
Halloween is a key opportunity for retailers, accounting for sales of £7m last year within cakes alone (Kantar, Total Cake Halloween Sales 8 w/e, 6 November 2015). Mr Kipling has three of the top five selling cake products with Fiendish Fancies at number one (IRI Top 5 Performing Halloween Cake SKUs in 2015).
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