New ice cream flavour to warm up cake sales

Premier Foods is rolling out a new flavour in its Cadbury cake portfolio that aims to drive sales over the summer.

A Neapolitan ice cream variant joins Cadbury Mini Rolls from next month as part of the classic ice cream-inspired range, which also includes Mint Choc and Raspberry Ripple. Each pack will contain five Mini Rolls, RRP £1.

The range has undergone a packaging refresh this year and will include a ‘try me frozen’ message, offering consumers an alternative way to eat Mini Rolls straight from the freezer.

The reintroduction of the range will be backed by an outdoor and radio campaign, as well as PoS.

Darryl Curtis, Cadbury Cakes marketing controller, said the ice cream range was a big success last year and the objective is to grow incremental sales further this summer.