Mr Kipling has introduced two tarts flavours – Strawberries & Cream and Birthday Cake – in brand new four-pack formats.
Rolled out at selected Morrisons stores on 26 December (rsp: £2), the new flavours are said to appeal to younger shoppers looking for a sweet treat as well as modernising what is typically seen as a traditional subcategory.
The Strawberries & Cream Tarts comprise a strawberry and cream flavour sponge, layered with strawberry jam and topped with fondant icing and red sprinkles. The Birthday Cake Tarts, meanwhile, have a vanilla flavour sponge and plum & raspberry jam filling, topped with fondant icing and rainbow sprinkles.
Mr Kipling owner Premier Foods highlighted that pies and tarts are a growing segment in the cake category with the greatest spend share, referring to Circana data for value sales at all GB outlets for the 52 weeks to 9 November 2024. This, it said, presented retailers with the opportunity to drive sales and encourage younger shoppers into the tart subcategory, which is typically over indexed with consumers over the age of 55.
“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,” commented Naomi Shooman, global marketing director of Sweet Treats at Premier Foods. “Birthday Cake is an emerging flavour, whilst Strawberries & Cream follows our Fancies launch this year, which was created to tap into consumer demand for original and exciting flavours.”
Other NPD launches from the brand in 2024 included the Chocolate & Fudge and Sticky Toffee Loaf Cakes as well as the Chocolate & Caramel Layer Cakes and Double Chocolate Cakes.
Branded revenue helped drive half year growth of Premier Foods’ Sweet Treats division, which also includes Cadbury Cakes – sales rose by 2.2% to £124.6m for the 26 weeks ended 28 September 2024. Mr Kipling was previously cited as a ‘standout performer’ in its Q1 trading update.
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