Premier Foods launches Amaze Bites cakes under Cadbury brand

Premier Foods is launching its Cadbury Cakes brand into the nibbles and bites cake sector with Cadbury Amaze Bites.

The range, consisting of Double Chocolate Brownie, Chocolate and Orange and Chocolate and Mint Brownies, comes in resealable tubs and is designed for sharing, is available now with an RRP of £1.99 (14 brownie bites per tub) in case sizes of six.

The Bites launched into the grocery channel in October and Premier Foods says the brand delivered £1m at RSV in the first five weeks.

Joanna Agnew, brand director of Cadbury Cakes, said: “Cadbury Amaze Bites has surpassed all of our volume expectations…This is an incredibly exciting time for us as we enter the nibbles and bites arena and we can’t wait for the impulse and wholesale channel to benefit from the consumer interest and new shoppers Cadbury Amaze Bites have brought into the sector.”




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