Premier Foods has launched a limited Roald Dahl-themed range, teaming up new flavours with characters from the author’s classic children’s stories.

Last year the manufacturer rolled out Roald Dahl-themed Mr Kipling products exclusively through Tesco, but this year’s collection will be available across grocery, impulse and wholesale channels from today (29 May). The range comprises:

•           George’s Marvellous Lemon & Raspberry Whirls, rsp £1.00
•           Enormous Croc’s Chocolate Mud Pies, rsp £1.00
•           The BFG’s Strawbunkle & Cream Fancies, rsp £1.00
•           Mr Fox’s Fantastic Forest Fruit Slices, rsp £1.00

An on-pack promotion will give shoppers who purchase the cakes the chance to win prizes such as Roald Dahl-inspired holidays and adventure days out.

“Following the 5%-plus category growth over the summer period last year, when the packs rolled out exclusively with Tesco and brought new customers to the cake aisle, we’re confident that this year will be the same roaring success,” said Lucy Bailey, marketing controller for Mr Kipling at Premier Foods.

Mr Kipling teamed up with agency Coley Porter Bell, which has also designed the core Mr Kipling range, to develop the packs.

“Customers will no doubt be drawn to the colourful, fun and charming packaging and campaign,” said James Ramsden, executive creative director at Coley Porter Bell.

The core Mr Kipling range is also getting a packaging refresh with an on-pack flash highlighting the summer promotion.