Premier targets lunchboxes

29 January, 2010
Page 14 

Premier Foods is to launch Mr Kipling Oatibakes, designed to cater for the lunchbox market. The new oat-based cakes will be available in caramel, strawberry and blackcurrant variants, and will form part of the fastest-growing part of the lunchbox sector, which is 'non-chocolate', claimed Premier.

"We have identified an opportunity for a completely new product with great potential to grow the cake category," commented Matt Hunt, head of cake marketing at Premier Foods.

The individually wrapped cakes are baked with oats and golden syrup and contain a gooey centre.

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