Premier extends Mr Kipling Snack Packs

Mr Kipling
Mr Kipling adds new Snack Pack flavours with Milkshake Slices
  (Photo:  )

Premier Foods has added three new flavours to its Mr Kipling Snack Pack range with its Milkshake Slices. 

The strawberry, vanilla & chocolate and banana cakes are available now and are aimed at the lunchbox and afterschool snack market. The company claimed the slices contain lower levels of fat and saturated fat levels than the existing range, as well as providing a source of calcium.

The launch will also kick-start a format change across the entire Mr Kipling Snack Pack range, with six-packs being replaced by four-packs and nine-packs. The change has come in attempts to provide retailers with benefits, such as the ability to offer more promotions. The smaller size is also more relevant for the convenience basket-shopper.

The new flavours join the existing Snack Pack varieties of Angel, Chocolate, Lemon, Banoffee and Caramel slice variants. The launch is now worth £37.5m.

Helen Kemish, marketing controller for Mr Kipling, said: “Following the successful launch of our ‘Life is better with cake’ campaign last year, we are committed to investing in Mr Kipling and driving growth in the category through new products and pack formats that delight our consumers.

"Our new Milkshake Slices are the ideal sweet treat for lunchboxes. The new pack formats will also support mums with their weekly shop by providing a choice of pack sizes for different-sized households, as well as the option to choose a mix of flavours in smaller packs to cater for different taste preferences at home.”

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