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Trends > Convenience

Cadbury team up with bakers to target convenience trend

By Catherine Boal , 17-Oct-2006

UK snack maker Kitchen Range Foods has launched a new range of individually packaged chocolate doughnuts, created using the iconic Cadbury confectionery brand.

The company won the right to manufacture doughnuts under licence from Cadbury three years ago and supplies the products to national retailers such as Tesco and ASDA.

The Cadbury Milk Chocolate Donut has been formulated to target the impulse-buying, individually-packaged, convenience snack market, a growing area among manufacturers who are quickly learning of the need to appeal to single consumers.

 

Earlier this year Kitchen Range launched a twinpack version of the product but are now attempting to branch out into a wider market with the single flow-wrapped version.

 

Marketing manager Matt Godbold said: "The new individually wrapped product helps to broaden the appeal of Cadbury donuts. It will help to push Cadbury Milk Chocolate Donuts into new channels as both a convenient and indulgent snack."

 

With its range of branded doughnuts, Kitchen Range claim to be the first company to have introduced a well-known brand into in-store bakeries, capitalizing on the popularity of mini doughnuts as a new snacking category.

 

Other Cadbury products manufactured by the company include Mini Donuts with a milk chocolate dip and honeycomb pieces.

 

The new individual doughnut consists of a single ring coated in Cadbury's milk chocolate and sprinkled with chocolate pieces.

 

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