Premier Foods, through its Cadbury Cakes brand, is entering the nibbles and bites cake sector with the launch of Cadbury Amaze Bites.

The range, which launched in the grocery channel in October 2015, will be available within convenience and wholesale from January 2016.

Joanna Agnew, brand director of Cadbury Cakes, comments: “Cadbury Amaze Bites has surpassed all of our volume expectations. The delicious range of bite sized brownies are covered in Cadbury chocolate and have a unique double blended cake texture inside which makes them a delicious eat.

“Consumers have told us they really are amazing. They are perfect for sharing and packaged in re-sealable tubs. 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.”

Cadbury Amaze Bites are available in three flavours – Double Chocolate Brownie, Chocolate and Orange, and Chocolate and Mint Brownies.

Matthew Williams, marketing activation director, Mondelez International, adds: “Mondelez International is delighted to be working with Premier Foods on this innovative cake bites range. The ambient cake nibbles and bites sector has seen strong growth over the last year and will fuel further growth through this creative double blended recipe of the new Amaze Bites range and the strength of the Cadbury brand.”

Cadbury Amaze Bites will have an MRSP of £1.99 (14 brownie bites per tub), available in case sizes of 6 and a shelf life of 49 days for Double Chocolate Brownie and 56 days for Chocolate and Orange and Chocolate and Mint Brownies.

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