Premier Foods is shaking up the Mr Kipling Snack Pack slice range with new products and a change in packaging format.
From later this month, the supplier is ditching the range’s current six-packs (rsp: £1.69) and replacing them with two new formats - four-packs (rsp: £1.29) and nine-packs (rsp: £2.39). It said the former was being launched in response to the growing number of smaller households, while the latter would be suited to families.
Retailers will also benefit from having two pack formats, claimed Premier, as it would offer opportunities for a greater range of promotions. The supplier added the four-pack would be more relevant for c-stores. “The new packs will provide a choice of sizes for different-sized households as well as the option to choose a mix of flavours in smaller packs,” said Mr Kipling marketing controller Helen Kemish.
Capability to produce the new formats was part of a £20m investment Premier has made in a dedicated Snack Pack line at its Carlton site.
The Snack Pack range, which has grown 4% year on year and is worth £37.5m of Mr Kipling’s £163.5m total sales [IRI 52w/e 21 March 2015], is also being expanded with three new flavours inspired by milkshakes: Strawberry, Vanilla & Chocolate and Banana.
The new flavours contain lower fat and satfat levels than the existing range - which includes Angel, Chocolate, Lemon and Banoffee slices - and provided a source of calcium that would make them “ideal for lunchboxes as well as an after-school treat”.