Mr Kipling wraps its new flapjack bars for lunchbox appeal |
The Grocer 09 January 2010 In: Grocery, Industry news
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Premier Foods is striving to make Mr Kipling a more regular fixture in the UK's lunchboxes with a new range of flapjack-style wrapped cake bars.
Oatibakes (rsp: £1.29 for five) hit retailers this week, with Premier predicting £4m in first-year sales.
Available in caramel, strawberry and blackcurrant flavours, the bars are made from oats and golden syrup soaked sponge, with a soft layer of jam through the middle.
Premier cited TNS research indicating that lunchbox occasions had grown 5.1% year-on-year, as consumers prepared lunches at home in a bid to save money in the recession.
Consumption of cake snacks had grown 12% in the past year, with non-chocolate products such as flapjacks and shortcakes the fastest-growing sector, the research showed.
"We have identified an opportunity for a completely new product with great potential to grow the cake category," said Matt Hunt, head of cake marketing at Premier Foods.
"Consumption of oats is increasing significantly across various categories as consumers recognise their benefits. As Mr Kipling Oatibakes are baked with wholesome oats, they're ideal for putting in the lunchboxes of kids of all ages. They tested very well with mums and kids."
The launch will be supported by a heavyweight marketing campaign, which will kick off in March with a new TV advert.
Premier Foods told The Grocer last year that future NPD in its Mr Kipling business would focus on wrapped cake bars to cash in on the snacking-on-the-go trend and "re-engage lapsed consumers".