Premier Foods is bringing back its special edition Cadbury Ice Cream Flavour Mini Rolls range, targeting families on the lookout for a sweet treat during the summer season.
The range sees the return of the Toffee Ripple and Neapolitan flavours, in addition to a new ice cream inspired variant, Chocolate Hazelnut.
The three flavours will be available within grocery and convenience from May. The launch will be supported by a £1.3m campaign, including the return of the Mini Rolls TV advert.
Jo Agnew, Cadbury Cakes brand director at Premier Foods, commented: “Having previously seen the special edition range deliver an incremental uplift in sales, this launch will continue to drive excitement within the category; particularly with the introduction of a new flavour. During the summer months there is a natural dip in chocolate sales, but we’re confident that Cadbury Ice Cream Flavour Mini Rolls will excite shoppers and lead to more sales.
“Following the initial roll out, our TV ad will be live on air from mid-May. It is fun and relatable, targeting those looking for a sweet treat for the whole family to enjoy. Carrying the tagline ‘rolled with joy’, the advertising directs shoppers to the cake aisle, helping to drive footfall in-store.”