Premier Foods is bringing back its special edition Cadbury Ice Cream Flavour Mini Rolls range.
The range, which can be enjoyed frozen or at room temperature, sees the return of the Toffee Ripple and Neapolitan flavours, in addition to a new ice cream inspired variant, Chocolate Hazelnut.
Available from May, the launch is being supported by a £1.3m campaign, including the return of the Mini Rolls TV ad.
The packs, available in single flavour packs of 10 (rrp £2), will carry a ‘try me frozen’ flash.
According to the brand, when the summer edition was introduced in 2013, the range became worth £4.7m within its first year (IRI). In 2014, 73% of total volume was incremental to total Cadbury Mini Rolls sales (Kantar).
Premier Foods Cadbury Cakes brand director Jo Agnew said: “Having previously seen the special edition range deliver an incremental uplift in sales, this launch will continue to drive excitement within the category; particularly with the introduction of a new flavour. During the summer months there is a natural dip in chocolate sales, but we’re confident that Cadbury Ice Cream Flavour Mini Rolls will excite shoppers and lead to more sales.
“Following the initial roll out, our TV ad will be live on air from mid-May. It is fun and relatable, targeting those looking for a sweet treat for the whole family to enjoy. Carrying the tagline ‘rolled with joy’, the advertising directs shoppers to the cake aisle, helping to drive footfall in-store.”
Running over a six week period from May 23, the TV support forms part of a £1.3m investment in the brand that also includes in-store activation and print advertising.