Premier Foods is launching Cadbury Crunchie Celebration cake as part of an initiative to introduce confectionery brands into cake formats. The new product comprises layers of honeycomb sponge, separated by Crunchie-flavoured butter cream, smothered in Cadbury milk chocolate and topped with chocolate Crunchie pieces. Recommended retail price is £6.49 and it serves at least 10 people.

"Cadbury’s Crunchie is a brand best known for injecting fun and excitement, so we are very positive that the new Crunchie celebration cake will excel at attracting new consumers to the category and drive incremental sales," says Michelle Wilde, head of marketing cakes at Premier Foods.

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