Kingsmill Little Big Loaf

Just because shoppers want a smaller loaf of bread doesn’t mean they should have to make do with smaller slices. Hence the launch of the ‘Little Big Loaf’, a smaller 525g loaf containing slices the size and thickness of those in a regular 800g one. We also like the fact the loaf is packaged to stand upright on the supermarket bread fixture. looming large over the smaller slices of Hovis and Warburton’s 400g efforts.

www.thegrocer.co.uk 19th December 2009

Surf Twilight Sensations

Unilever is unlikely to have had vampire fans in mind when it launched Twilight Sensations in May but it’s possible the detergents name - and it’s goth-friendly black packaging - may have attracted devotees of the recent hit movie series. The jasmine & black gardenia and vanilla & black orchid variants came out in three formats - powder,concentrated liquid and capsules - and was backed by a £4m push

www.thegrocer.co.uk 19th December 2009

Rowntree’s Randoms

Mimicking the Haribo formula of jelly sweets in a variety of textures, flavours and shapes, Randoms has hit its target audience of 16 to 24 year-olds square between the eyes, racking up £7.2m of sales since its May launch. Powered by a £10m media campaign, Randoms represents Rowntree’s attempt to extend the brand’s appeal to a young adult audience. 220,000 fans on facebook suggest it’s mission accomplished.

www.thegrocer.co.uk 19th December 2009

Cadbury Mini Bakes

Cadbury Mini Bakes has an apparently unassailable lead in the cake market, so it made sense for Premier to replicate the format with the launch of Cadbury Mini Bakes in August. The chocolate brownies and chocolate flapjacks play on two current trends: bite-size, which appeals to a younger market; and wrapped portions which are ideal for including in lunchboxes. Premier plans a TV ad campaign for the products in early 2010.