Premier Foods is linking up its Cadbury Amaze Bites range with ‘Absolutely Fabulous: The Movie’.

Cadbury Amaze Bites will also be launching a special edition flavour – Chocolate Raspberry (rrp £1.99) available for three months from June to August.

 Cadbury innovation controller Karmel Maletta said: “Since its launch in October 2015, the Cadbury Amaze Bites range has been a massive hit with consumers and is already worth £4M (IRI). Special editions, such as our new Chocolate Raspberry variant, not only enable us to offer exciting new flavours, but also help to attract new shoppers to the cake category. Our insight shows us that this new variant will appeal to new consumers, and with the Cadbury Cake brand at an all-time high of £78.7m (+11% and +£7.8m YoY, IRI) Cadbury Amaze Bites are perfectly placed to help retailers increase cake bite sales this summer.”

The Absolutely Fabulous film hits the cinemas on July 1 and to support the promotion Cadbury Amaze Bites is being sampled at the London Premiere. In addition it will be running a four week national radio campaign from June 20 reaching over 10 million consumers. There will also be a range of digital outdoor at rail and underground stations as well as full PR and in-store support. The radio campaign features Jennifer and Joanna as their characters Edina and Patsy from Absolutely Fabulous.

An on-pack promotion will offer one lucky consumer the opportunity to win a 5* all expenses shopping weekend in London, plus 20 runner up prizes of two cinema tickets. To enter consumers have to text the word FAB to 87007. The promotion will be on pack throughout June, July and August and the closing date is September 19.