Mr Kipling has added two tart variants intended to appeal to younger shoppers.
Strawberries & Cream tarts (4x44g) comprise of a strawberry and cream flavour sponge, layered with strawberry jam and topped with fondant icing and red sprinkles.
Meanwhile, Birthday Cake tarts (4x43g) have a vanilla flavour sponge with a plum and raspberry jam filling, topped with fondant icing and rainbow sprinkles.
Both will launch into selected Morrisons stores today (26 December), each with an rsp of £2.
They were developed to modernise what was “typically seen as a traditional category”, said Mr Kipling owner Premier Foods.
As tarts typically over-indexed with shoppers over the age of 55, there was “a huge opportunity to tap into and encourage younger shoppers into the sub-category”, it claimed, citing Kantar Purchase Panel data [52 w/e 3 November 2024].
“Our new Mr Kipling tart flavours will help retailers tap into new opportunities within the small cake category and target new shoppers, by offering more choice to drive category conversion,” said Premier Foods global marketing director of sweet treats Naomi Shooman.
While Birthday Cake was “an emerging flavour”, Mr Kipling had already launched a Strawberries & Cream variant for Fancies into Morrisons and Iceland in June.
The NPD “was created to tap into consumer demand for original and exciting flavours”, said Shooman.
These latest launches come after Mr Kipling grew its value sales by 3.4% to £195.9m in the year to 7 September 2024, on volumes up 2.0%, as reported in The Grocer’s Top Products Survey 2024 [NIQ].
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