Following its launch in the multiples last October, Premier Foods is now bringing its Cadbury Amaze Bites range to convenience retailers.

Amaze Bites are available in three flavours, Double Chocolate Brownie, Chocolate & Orange and Chocolate & Mint. The tubs contain 14 brownies and come in cases of six, RRP £1.99.

The Double Chocolate Brownie flavour has a shelf life of 49 days and Chocolate & Orange and Chocolate & Mint flavours have a shelf life of 56 days.

The range will make its TV debut later in the year and Premier Foods plans to follow this launch with additional flavours.

Retailers can promote the range in store with PoS, such as countertop units that hold eight tubs, which have been designed for smaller stores.

Premier Foods is advising retailers to stock all three flavours to offer customers variety, but retailers with limited shelf space should prioritise the Chocolate flavour, as 50% of sales so far have been that line.

Joanna Agnew, brand director of Cadbury Cakes at Premier Foods, told Retail Express the launch would allow Cadbury Cakes to target adult consumers.

“We wanted to diversify our range beyond Mini Rolls. They are an individually-wrapped product for lunchboxes, whereas this product is for people to share in the evening,” she added.