STORY: BBF launches 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 £21.5min 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.

“The BBF team prides itself of its product innovation, so to be able to bring a branded chocolate cupcake to market in conjunction with Nestlé Professional™ has been an exciting time for us.

“Listening closely to market data, which shows that cupcakes in a six-pack format are in demand, we worked closely with the team at Nestlé 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.”