Premier Foods extends variants for Mr Kipling

Premier Foods is set to extend its on-the-go variants for Mr Kipling as part of its efforts to widen the brand’s appeal.

The new products to the supplier’s ‘Cake on the Go’ selection will be Cherry Bakewells and Orange & Cranberry oat slices, which is part of the company’s efforts to capitalise on the food-to-go trend after bringing out new formats: Angel, Chocolate and Lemon in April this year – priced at 89p.

This was to attract younger consumers to the brand as part of a superior marketing strategy that saw the creation of the Cake on the Go.

Later that month, the snacks manufacturer revived its ‘exceedingly good’ strapline.

Sarah O’Neill, head of Cake on the Go said: “The introduction of these new flavours will help retailers attract a wider audience.

“We are seeing positive results and great feedback from our wholesale and retail customers.”

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