Mr Kipling

Premier Foods is extending its Mr Kipling range into the on-the-go category, as the brand continues its efforts to appeal to younger consumers.

Rolling out now, the new Cake on the Go range (rsp: 89p), sees three bestselling Mr Kipling variants - Angel, Chocolate and Lemon Layered slices - sold in packs of two. Mini Rolls from Cadbury, also owned by Premier, joins the range.

Twin-packs of the recently launched Mr Kipling Cranberry & Orange Oat Slices will follow, with Cherry Bakewells planned to join the line-up later.

The NPD’s launch will be supported by in-store and in-depot activation, along with outdoor advertising and an ITV sponsorship from June. Premier has formed a 10-strong Cake on the Go team to support the business.

“Mr Kipling and Cadbury lead the cake category, and we believe the entry of our well-loved brands in the expanding on-the-go market will help drive further category growth,” said Sarah O’Neill, head of the new Cake on the Go team.

“Out-of-home snacking is a large and growing market, but cake represents only 5%. The twin-pack formats for Mr Kipling and Cadbury Cakes provide a point of difference and are ideal to meet consumer demand for a quick top-up snack to keep you going.”