Leveraging the current enthusiasm for cricket, Bakers Biscuits has launched Bakers Iced Cricket, an extension of the popular Bakers Iced Zoo range.

Bakers Iced Cricket have the same brightly iced topping on a crunchy biscuit base with new cricket shapes; a bat, a ball, a six, a four and even a duck, infusing more excitement into the biscuit aisle.

The motivation for the brand extension is the popularity of the Bakers Iced Zoo biscuit, coupled with Bakers' 26-year sponsorship of the Bakers Mini Cricket programme, which introduces primary school children to the game of cricket in a fun and informative environment. To date over two million children have passed through the programme across the country.

“Bakers has shown support for the development of cricket at ground root level through the Bakers Mini Cricket programme. In addition there is a national focus on cricket, which has a large following, this together with the brand equity built up around Bakers Iced Zoo led to the launch of Bakers Iced Cricket, combining two of South Africa’s favourite pastimes”, says Darren Hampton, Bakers marketing.

The limited edition Bakers Iced Cricket range will be available at all major supermarkets nationwide from end July 2009 at a recommended selling price of R13.