Premier Foods has unveiled four limited-edition Mr Kipling cakes for the summer.
Rolling out across retailers now, the seasonal range includes six-packs of Eton Mess Bakewell Tarts, Trifle Slices, Strawberry Cheesecake Swirls, and an eight-pack of Strawberry & Cream Fancies, all priced at £1.
The new range, which is available until 3 September, is aiming to “attract new shoppers to the category during the summer months”.
The Strawberries & Cream Fancies return this year after attracting more than 200,000 new shoppers in 2016 (Kantar Worldpanel).
“We know limited-edition Mr Kipling cakes have proved popular in the past, attracting a younger, more affluent audience versus our traditional shopper,” said Jo Agnew, brand director for Mr Kipling at Premier Foods.
“Summer is a sociable time when people get together to enjoy the warmer season – whether it be a family picnic or BBQ with friends, cake can certainly play a role here. The new products are an ideal treat for sharing and the Trifle Slices come in handy snack packs for those on the go.”
The launch will be supported by in-store activity, with point-of-sale material such as shippers and branding for gondola ends.