Premier Foods, through its popular cake brand Cadbury Cakes, is set to drive ‘Absolutely Fabulous’ sales for retailers by linking up with what is predicted to be the British summer blockbuster film, ‘Absolutely Fabulous: The Movie’.

The film stars Jennifer Saunders and Joanna Lumley, and will be released by Fox Searchlight Pictures on July 1. Cadbury Amaze Bites will be running an on-pack promotion offering consumers the chance to win an ‘Absolutely Fabulous’ luxury shopping spree. In addition, to generate new interest and offer consumers more variety within the Bites sub category, Cadbury Amaze Bites will be launching a special edition flavour – Chocolate Raspberry, available for three months from June to August.

Karmel Maletta, innovation controller Cadbury, says: “Since its launch in October 2015, the Cadbury Amaze Bites range has been a massive hit with consumers and is already worth £4M . 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, Cadbury Amaze Bites are perfectly placed to help retailers increase cake bite sales this summer.

“We are ‘Absolutely’ delighted to be teaming up with such a fun film to offer our loyal consumers the opportunity to win prizes, whilst creating excitement in the category and generating additional cake sales for retailers. The film is a great fit for Cadbury Amaze Bites as both appeal to a similar audience who like to have fun and live life to the max. So it really is an Absolutely Fabulous partnership!”

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