Mr Kipling is tapping the trend for all things unicorn with brightly-coloured Unicorn Slices.
Produced at Premier Foods’ Carlton factory, the slices incorporate vanilla flavouring with two types of pink batter, yellow mallow and purple icing.
They’re available in packs of six in Asda now and will roll out in Sainsbury’s and Tesco from March.
“Unicorns were one of the biggest consumer trends for 2017, with home furnishings, beauty, food and fashion all being brandished across social media with unicorn inspired designs and colours,” said Karmel Maletta, innovation controller, sweet, Premier Foods.
“We know consumers will be attracted to the stand out packaging and be curious to try something that they’ve never seen or tasted before. Mr Kipling’s strength is in small cakes, so pairing this with something fun like unicorn slices, we think will be a big hit with consumers.”
The NPD comes just a few weeks after Mr Kipling revealed its Easter and spring line-up, which includes Hot Cross Slices, Velvety Chocolate Whirls and Lemon Fancies.