my kipling cocktail fancies

Premier Foods has unveiled two limited-edition variants of Mr Kipling’s Fancies, as the supplier continues to drive the brand towards younger buyers.

Rolling out now, Strawberries & Cream Fancies and Cocktail Fancies (rsp: £1.50) will be available in packs of eight until August and September respectively.

Cocktail Fancies were previously available as a special edition last year, featuring piña colada and raspberry daiquiri flavours. A mojito version has now been added following the 2015 success.

“Whereas only 10% of pre-family consumers normally buy ambient packaged cakes, the figure almost tripled (27%) when we launched Mr Kipling Cocktail Fancies last year [Kantar Worldpanel, 52 w/e 16 August 2015],” said Kelly Davis, marketing controller at Premier.

Corporate affairs director Richard Johnson added younger consumers were still a key target for the brand, which recently moved into the on-the-go channel and launched its low-calorie Exceedingly Good range with Cranberry & Orange Oat Slices and Dark Chocolate & Coconut Oat Slices. “It’s always a challenge to expand the demographics of the brand,” said Johnson, adding recent innovation had proved attractive to younger shoppers.

Premier also plans to continue the expansion of Mr Kipling overseas, having undertaken a trial of Apple, Fruit and Mississippi Mud Pies across 250 stores in the US, which had “delivered some encouraging results”, according to the company’s annual report published this week.