Cadbury Cakes’ new Amaze Bites are being rolled out to convenience stores after building strong interest in the multiples.
Premier Foods, through its Cadbury Cakes brand, has entered the nibbles and bites cake sector with the launch of new Cadbury Amaze Bites.
After launching in the grocery channel in October 2015, the range has been made available within convenience and wholesale from this month.
The bite sized brownies are covered in Cadbury chocolate with a unique double blended cake texture inside.
They are packaged in re-sealable tubs and are available in three flavours – double chocolate, chocolate and orange, and chocolate and mint.
Cadbury Cakes brand director Joanna Agnew said: “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.”
The new product delivered a £1m retail sales value within its first five weeks on shelf in the grocery sector.
Cadbury Amaze Bites have an rrp of £1.99 (14 brownie bites per tub), available in case sizes of six and a shelf life of 49 to 56 days.