Premier Foods launches on-the-go packs of its cake brands

Retailers looking to broaden their food to go offering can now stock a range of on-the-go packs from Premier Foods’ cake brands.

Cadbury Mini Rolls and Mr Kipling Angel, Chocolate and Lemon Layered Slices now come in a twin-pack format, RRP 89p, which is an easier pack to consume on the go.

The cakes are individually sealed, and come in cases of nine.

Premier Foods plans to launch the cakes in price-marked packs later on this year, as well as launch its healthier Mr Kipling Exceedingly Good Cranberry, Orange and Oat Slices and Cherry Bakewells in twin-packs in the next month.

The brands will be promoted by outdoor advertising and an ITV sponsorship from June and a 10-strong field sales force is aiming to call on 5,000 retailers in the next 12 months.

Retailers can promote the products in store with PoS, such as window posters, shelf strips and hookover units, which can be fixed to the food to go fixture.

Sarah O’Neill, head of cake on the go at Premier Foods, said: “Although food to go is really big, only 5% of cake is eaten on the go, in comparison to 35% of confectionery. There’s a big opportunity for retailers to have some iconic cake brands in an on-the-go format.”