Mr Kipling Cherry Bakewells

Premier Foods is extending its range of on-the-go variants for Mr Kipling as part of continuing efforts to broaden the brand’s appeal.

The latest additions to the supplier’s Cake on the Go portfolio see Mr Kipling’s Cherry Bakewells and Orange & Cranberry Oat Slices join Angel, Chocolate and Lemon Layered slices in packs of two (rsp: 89p).

Premier took Mr Kipling into the smaller format in April to attract younger consumers to the 49-year-old brand as part of a larger sales and marketing strategy that saw the creation of the company’s Cake on the Go team. In the same month, the snacks giant unveiled a campaign that saw the return of Mr Kipling’s ‘Exceedingly Good’ slogan.

“We are seeing positive results and great feedback from our wholesale and retail customers,” said Sarah O’Neill, head of Cake on the Go. “The introduction of these new flavours will help retailers attract a wider audience.”