Premier Foods is aiming to capitalise on the food-to-go trend with new product formats and a dedicated Cake on the Go team.
Available across all channels, the new formats include twin packs of Mr Kipling angel, chocolate and lemon layered slices. These complement twin packs of Cadbury Mini Rolls.
The range comes with an RRP of 89p, and price-marked twin packs will be launched later in the year to attract convenience retailers. The launch is being supported by in-store marketing activity, outdoor advertising and ITV sponsorship from June.
A 10-strong On the Go team is being recruited, which will work with both the Mr Kipling and Cadbury cake brands. The company said the next step, after the initial roll-out, will be to launch Mr Kipling Exceedingly Good Orange, Cranberry and Oat Slices in twin packs.
Sarah O’Neill, head of the Cake on the Go team, said: “Mr Kipling and Cadbury lead the cake category, and we believe the entry of our well-loved brands in the expanding on-the-go market will help drive further category growth.
“Out-of-home snacking is a large and growing market, but cake only represents 5% currently. The twin pack formats for Mr Kipling and Cadbury cakes provide a point of difference and are ideal to meet consumer demand for a quick top-up snack to keep you going.
“The opportunity is huge, particularly for convenience retailers, as people continue to shop little and often at their local store.”
Mr Kipling recently reintroduced its "exceedingly good" strapline after a two-year absence.