Premier Foods is set to drive growth in the £17.2m ambient sponge puddings sector this month, with the introduction of a new range - Cadbury Sticky Puds. The launch will mark Cadbury’s venture into the ambient dessert aisle, attracting younger shoppers by offering them an exciting dessert option. Coinciding with the launch, Mr Kipling will also introduce a Cherry Bakewell variant to its existing Mr Kipling sponge pudding range.

The new quick and convenient Cadbury Sticky Puds will be available in two flavours; Cadbury Milk Chocolate Sticky Puds, consisting of light chocolate sponge and Cadbury Milk Chocolate sauce, and Cadbury Fudge Sticky Puds, made from chocolate and fudge-flavoured sponge with Cadbury Fudge sauce. Ready within 30 seconds, the Sticky Puds will be available as a twin-pack with a mrsp of £1.69.

“This is an exciting new product for the ambient desserts category,” explains Shweta Sharma, brand aanager for Cadbury Cakes at Premier Foods. “As the UK’s number one sweet brand, Cadbury Cakes is in the perfect position to drive category growth by attracting younger shoppers to the ambient desserts aisle.”

To further complement the Mr Kipling sponge puddings range, the brand will introduce its popular Cherry Bakewell flavour to its sponge pudding line-up, with an mrsp of £1.69. 

“Research has shown that consumers love proper puddings but often lack the time to make them - and it’s clearly reflected when we look at the performance of the ambient desserts category, with individual sponge puds driving the growth,” says Matthew Critchley, category marketing director, Desserts & Homebaking.

“The top 10 SKUs in the sector account for two-thirds of total ambient sponge puds sales, of which half are Mr Kipling, so it is vital that retailers are stocking the right range to drive sales. We have attracted new shoppers to the category with our Mr Kipling sponge puddings and are now looking to strengthen our momentum with interesting NPD, across both Cadbury and Mr Kipling, which targets shoppers on the look-out for the quality and taste of a trusted brand.”