The £176m cake business this week unveiled the first phase of a series of launches it claimed would re-engage lapsed consumers.
"After the 1980s heyday, the brand lost sight of the warmth and affinity that was special about Mr Kipling," said Matt Hunt, Premier Foods' head of cake. "Mr Kipling then kind of lost its appeal among a generation in the 1990s and early 2000s by not refreshing its range. That is what we are rectifying."
Activity in 2010 will focus on launching wrapped cake bars to cash in on the snacking-on-the-go trend. Currently, Mr Kipling's only wrapped cake bar format is its Cadbury-licensed Mini Roll.
It would also introduce more innovative versions of the Bakewell tart to shake off its "dusty" image, said Hunt. "There has been no innovation in Bakewells for a long time and they, along with the total small tarts category, have been in long-term decline."
The first of the new launches is Inspirations, a range of small cakes that will change with the seasons. The autumn-themed range includes Toffee Apple Bakewells and Carrot Cake Slices and hits shelves next month (rsp: £1.39).
It will be joined by Cadbury Mini Bakes, individually wrapped chocolate brownies and chocolate flapjacks (rsp: £1.99).
Hunt added that a new TV campaign would support the launch of further NPD in the new year.
Mr Kipling's value sales have increased 5% to £178m in the past year.