Mr Kipling extends sharing cake range

Premier Foods is extending its Mr Kipling cake lines to target sharing occasions, as it prepares for a complete packaging redesign.

The cake brand is launching three new products this month, including a Mr Kipling Fabulous Fancy, Mr Kipling Delectable Whirls and Mr Kipling Sharing Cakes.

The products will also be launched with new packaging design, which will spark a wider packaging revamp taking place across the entire Mr Kipling portfolio in January 2016.

Mr Kipling expects the new products to drive incremental sales into the cake category, while whole cake is currently outperforming the market, growing +8.3% year on year in value growth according to IRI (52w/e 9 August 2015), and is reportedly worth £70m of the total cake market.

The whole cakes range includes a Victoria sponge, lemon sponge, chocolate cake, coffee cake and raspberry and white chocolate flavour cake (all rsp: £2.39).

Helen Kemish, marketing controller for Mr Kipling, said: “We are entering an exciting new era with Mr Kipling, reigniting the love shoppers have for cake and the brand. Cake moments are always enjoyable, whether celebrations, seasonal occasions or simply just snacking, and even better when shared.

“At present the total cake market is seeing encouraging growth and we aim to accelerate it with the inclusion of innovative, indulgent fun new cake ranges from the most trusted and well-loved cake brand in the UK. Having performed exceptionally well during consumer testing, the new products will reinforce the craftsmanship and quality that is associated with Mr Kipling.”

Sales of the Mr Kipling brand grew 2.2% last year to £165.8m (Nielsen 52 w/e 3 January 2015), representing 17.1% of the cake market.

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