BBF teams up with Nestlé to launch Rolo cupcakes


BBF Limited has teamed up with Nestlé Professional to launch Simply Delicious Cupcakes made with Rolo into the major multiples. The partnership will deliver branded cupcakes in a six-pack format for the first time in the UK.

The vanilla sponge cupcakes, with toffee injection, caramel frosting and sprinkled with Mini Rolos and chocolate drizzle, are available now nationwide. They are aimed at 16-45-year-olds. Chocolate and confectionery-branded cakes are now worth £21.5m in the UK and have grown 25% in the last year. Both are outperforming total celebration cakes and total cake aisle. Furthermore, chocolate and confectionery-branded products make up 10.9% and 9.2% of the birthday cake and cupcake markets, respectively.

BBF Marketing Controller, Carys Delve explained: “Rolo is a classic brand, with high brand awareness and a great heritage spanning eight decades. What’s more, smooth chocolate and slow melting caramel work perfectly in a cake format, so it was a clear choice for BBF.

“Listening closely to market data, which shows cupcakes in a six-pack format are in demand, we worked closely with the team at Néstle Professional to deliver a product that we’re confident will be appreciated by fans of Rolo. In addition, a six-pack ensures we can deliver a sharing experience for consumers, staying true to the Rolo brand ethos.”

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