Premier Foods : Shoppers in for a treat with new Cadbury Tarts

• Premier Foods is launching a range of tasty Choc Tarts through its Cadbury Cakes brand, following on from the success of the brand's Whole Cakes which launched last year
• The new tarts will be available from 13 February in three popular Cadbury flavours: Crunchie, Flake and Caramel, as well as special edition Mini Egg Choc Tarts for Easter
• With 88% penetration in confectionery and 37% in cake, Cadbury is the ideal brand to introduce chocolate to the tarts segment and attract younger shoppers

Premier Foods is launching a range of indulgent Choc Tarts into the market this February under the Cadbury Cakes brand. Rolling out ahead of the Easter period to help retailers capitalise on this seasonal opportunity, the range will comprise of three delicious Cadbury flavours - Crunchie, Flake and Caramel - in addition to Mini Egg Choc Tarts.

Available in packs of four, the range is the ideal treat to share with family or friends, and is set to attract younger people to the small Tarts and Pies segment. Currently within the sector - which has a retail sales value of £70m- 60% of sales are among shoppers aged over 55. The Cadbury Cakes brand appeals to a younger audience, with 60% of shoppers under the age of 55 demonstrating that the iconic Cadbury flavours are perfectly placed to help retailers recruit new shoppers into the Tarts sector.

Lucy Bailey, Senior Brand Manager at Premier Foods, comments: 'The launch of Cadbury Choc Tarts is an exciting venture for the brand. Last year we introduced Cadbury Whole Cakes to the market and the success among younger shoppershas helped demonstrate the demand for innovation from a popular and trusted brand. The Choc Tarts make the perfect treat, particularly in the lead up to Easter, providing something different for friends to share.'

Filled with either an indulgent brownie or flavoured sponge, the Cadbury Choc Tarts are all topped with one of four renowned chocolates: Crunchie, Flake, Caramel or Mini Egg - offering shoppers a choice of the Cadbury flavours they already know and love. The range will carry an MRSP of £1.99 and will be supported with in-store activation, followed by sampling and a social media campaign this year.

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