Mr Kipling has added a range of non-HFSS cake slices designed specifically for lunchboxes.
The “light and fluffy” sponge cakes contain real fruit and come in three variants: Raspberry, Banana and Chocolate Orange (rsp: £1.65/four). Each slice is a source of fibre and weighs in at under 100 calories.
The lines are already in Asda and will hit Morrisons on 24 March, ahead of a wider rollout in April.
Carried-out cake occasions grew 3% on last year, and packed lunches accounted for 63% of these moments, said Mr Kipling, citing Kantar data [52 w/e 29 December 2024].
The NPD would tap these occasions, offering “a permissible treat” for lunchtime, it added.
This isn’t Mr Kipling’s first HFSS compliant cake range. It added Deliciously Good, a seven-strong range of non-HFSS cakes, made with real fruit, in 2022.
The range has since been reduced to four lines – Angel Slices with Raspberries, Chocolate Slices, Bramley Apple Pies and Bramley Apple & Blackcurrant Pies – and renamed ‘Delicious & Light’.
In recent months, Mr Kipling has made concerted efforts to lure Gen Z consumers down the cake aisles.
It added a duo of trendy flavoured tarts, Strawberries & Cream and Birthday Cake, in December to “encourage younger shoppers into the subcategory”.
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