Premier Foods-owned Mr Kipling has launched its second range of Roald Dahl products following the NPD’s success last year.
New products in the range include Fantastic Mr Fox’s Apple Mini Batts and James’ Chocolate & Raspberry Ladybird Slices. These join two of the favourites from last year’s range – George’s Marvellous Lemon & Raspberry Whirls and The BFG’s Strawbunkles & Cream Fancies – and are available across grocery and convenience channels until 3 September, priced from £1-£1.50.
The range includes a number of SKUs exclusive to select retailers. Miss Honey’s Delightful Honeycomb Flavour Fancies and Bruce Bogtrotter’s Chocolate Fudge Whirls will be exclusive to Tesco, with James’ Peach Slices exclusive to Morrisons and The BFG’s Frobscottle Fancies exclusive to Asda.
As it did last year, both the core and limited-edition ranges from Mr Kipling will feature on-pack promotions giving shoppers the chance to win thousands of prizes, including Roald Dahl-inspired holidays, family days out and theatre trips.
“Our partnership with the Roald Dahl Story Company in 2018 was incredibly successful, driving £4m in retail sales value and contributing to the category’s overall growth of +1.4% over the summer period. The limited-edition range also brought incremental shoppers to the brand at a time of year when sales of ambient cake tend to slow,” said Mathew Bird, brand director for sweet treats at Premier Foods.
“This year’s design again provides standout on-shelf and we expect the unique flavour twists on our traditional SKUs to be a hit with consumers. It’s a great partnership to be involved in, with two brands that highly value the importance of coming together as a family.”