Premier Foods has unveiled a host of new products including a range of large cakes and sponges for sharing.
Rolling out from this month, the Mr Kipling Sharing Cakes range is designed to tap the 8.3% value growth in the whole cakes category, ahead of the 2.2% increase in the total cakes market (IRI 52w/e 9 August 2015). The range comprises a Victoria Sponge, Lemon Sponge, Chocolate Cake, Coffee Cake and Raspberry and White Chocolate Flavour Cake (all rsp: £2.39).
The NPD also feature a new look for the brand that is the debut of a wider packaging re-vamp that will be seen across the entire Mr Kipling portfolio in January next year. Premier said the launches marked the start of an “exciting new era” for Mr Kipling that would “reignite the love shoppers have for cake and the brand”.
“At present the total cake market is seeing encouraging growth and we aim to accelerate it with the inclusion of innovative, indulgent new cake ranges,” said Mr Kipling marketing controller Helen Kemish.
The supplier is launching Delectable Whirls – a shortcake whirl that is partially covered in chocolate and filled with buttercream in two flavours: Rich Chocolate or Salted Caramel (rsp: £1.69). The launch will be backed by digital and in-store activity and comes as sales in the Teatime Small Cake category are up 5.5% year on year.
Premier is also this month rolling out the Fabulous Fancy (rsp: £4.99), which is a giant version of the French Fancy and similar to The Big Pink French Fancy last available more than a year ago. It contains a jam and vanilla flavoured filling.
“Having performed exceptionally well during consumer testing, the new products will reinforce the craftsmanship and quality that is associated with Mr Kipling,” added Kemish.
Sales of the Mr Kipling brand grew 2.2% last year to £165.8m [Nielsen 52w/e 3 January 2015].