Premier Foods is launching a range of Choc Tarts under the Cadbury Cakes brand.

The range comprises three flavours – Crunchie, Flake and Caramel - in addition to Mini Egg Choc Tarts (rrp £1.99, pack of four).

The range is set to attract younger people to the small Tarts and Pies segment. Currently within the sector – which has a retail sales value of £70m (Kantar data to 52 we 1st Jan 2017) - 60% of sales are among shoppers aged over 55. The Cadbury Cakes brand appeals to a younger audience, with 60% of shoppers under the age of 55 (Kantar data to 52 we 1st Jan 2017).

Lucy Bailey, senior brand manager at Premier Foods, said: “The launch of Cadbury Choc Tarts is an exciting venture for the brand. Last year we introduced Cadbury Whole Cakes to the grocery market and the success among younger shoppers (Kantar data to 52 we 1st Jan 2017) has helped demonstrate the demand for innovation from a popular and trusted brand. The Choc Tarts make the perfect treat, particularly in the lead up to Easter, providing something different for friends to share.”

Filled with either an indulgent brownie or flavoured sponge, the Cadbury Choc Tarts are all topped with one of four chocolates: Crunchie, Flake, Caramel or Mini Egg – offering shoppers a choice of the Cadbury flavours they already know and love. The range will be supported with in-store activation, followed by sampling and a social media campaign.