Premier Foods unveils new additions to Easter cake portfolio

New for Cadbury Cakes is a four pack of Cadbury Crème Egg Cakes (£2), which Premier Foods said continues the success of the existing Crème Egg Easter cakes two pack and the Cadbury Crème Egg Choc Cakes.

The company is also adding a Crème Egg Chocolate Gateau (£3), which “caters to at home sharing occasions with family and friends that are popular in the run up to the Easter weekend”.

Lemon & Raspberry Mini Batts (five pack; £1) and Chocolate & Orange Easter Bunny Slices (eight pack; £1.50) have been added to the Mr Kipling range.

The Lemon & Raspberry Mini Batts aim to “drive excitement with a twist on a traditional cake format” and will appeal to older shoppers as a “special sweet treat at an affordable price”, while the Chocolate & Orange Easter Bunny Slices follow the “success” of the novelty Egg Fancies, which Premier Foods said grew 179% in 2020 and will return in 2021.

Mathew Bird, brand director of sweet treats at Premier Foods, said: “The new products launching across our two market-leading Easter Cake brands, attract a broad audience of shoppers to the category, by offering a variety of flavour combinations and formats.

“The impressive results delivered by the Cadbury Crème Egg range in previous years have presented us with an exciting opportunity to further extend this range, taking it to both individual and sharing formats we know work well already for our Mini Egg themed products.”