Keeping it cool with Jammy and Jaffa donuts.

HOT on the heels of the successful launch of a frozen Cadbury Mini Dipping Donut, Kitchen Range Foods has launched new Jammy and Jaffa varieties.

The new frozen donuts are sold in packs of 10 mini dipping donuts which can be dipped in the zingy Jaffa orange and fruity Jammy sauces to create a fun, tasty treat for adults or kids. Ideal for sharing, the packs retail at 1.29 [pounds sterling].

The new products build on the success of fresh Cadbury Mini Dipping Donuts, which were launched in 2003 and are available in Cadbury Milk, Crunchie and Caramel varieties.

Commenting on the launch David Young, Head of Marketing at Kitchen Range Foods said: "This launch allows us to continue our assault on the frozen donut category in the same way that we have transformed the in-store bakery category.

"The frozen donut market is worth 4 million [pounds sterling], but has been in steady decline. The introduction of our premium Jaffa and Jammy donuts, along with our existing Cadbury product, will attract consumers back to the category. These are great indulgence products and are great value."

He added: "During our research, in-home product placements have proved the product is a hit with consumers. Typical consumer comments have included 'taste like fresh donuts', "good value and easy to use" and 'good price for a great product'."

Kitchen Range Foods has already proven the success of the mini dipping donut concept with three varieties of in-store bakery Cadbury Mini Dipping Donuts that have proved highly popular.

"Success has come mostly through bringing new, younger and more affluent consumers to the fixture, as well as existing donut customers adding Cadbury Mini Dipping Donuts to their repertoire," said Young. "We are confident we can repeat this success with our frozen donuts."

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