Launch of Cadbury Crunchie doughnut

Baker & Baker is launching a new, Cadbury Crunchie doughnut aimed at the UK fresh in-store bakery market. This launch represents the first Cadbury Crunchie product to be created for fresh in-store bakery and builds on the company’s success with other Cadbury brands including Dairy Milk and Dairy Milk Caramel.

The Cadbury Crunchie doughnut features soft dough with a caramel filling, topped with Cadbury chocolate honeycomb flavoured icing and chocolate coated golden honeycomb pieces.

Initially, the Cadbury Crunchie doughnut will be launched as a two-pack with retailers and is anticipated to appeal to younger consumers and families while seeking to attract new shoppers into sweet in-store bakery, particularly those looking for indulgent treats at different times of the week.

Baker & Baker operates a fresh bakery licensing partnership with Mondelēz to manufacture and distribute fresh bakery products within key European markets including Milka, Oreo and Cadbury brands.

“The launch of our Cadbury Crunchie doughnut has the potential to deliver significant shake-up and impact within in-store bakery,” explained Michael Bancroft, Licensing Director at Baker & Baker. “Crunchie is a much-loved and distinctive confectionery brand, and we’ve created a doughnut to deliver that memorable Crunchie taste and honeycomb texture which we believe will generate broad consumer appeal.

“We’re expecting the product to be visually impactful in-store and drive impulse purchase with shoppers.”

The Cadbury Crunchie doughnut will initially be available in UK retailer Co-op from 10 August and in Morrison’s in September.

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Media contact

Caitlin Gittins
Editor, International Bakery
Tel: +44 (0) 1622 823 920

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