Mr Kipling set to launch new Delectable Delights range

Premier Foods-owned Mr Kipling has announced that it is launching the Delectable Delights range as it looks to enter the nibbles and bites sector.

Available from May 2017, the new range, which includes flavours such as Salted Caramel and Lemon & Ginger, will be available in three formats: three-pack bites priced at £1.20, four-pack tarts at £2.00 and the 12-pack Delectable Delights Sharing Platter at £7.00.

According to IRI, the nibbles and bites sector is currently experiencing a growth of 19% year on year.

The company said that it was set to drive this growth with its first launch into this sector, which will be supported by in-store activation.

“Our new range offers customers a high-quality indulgent product. The new bites have been individually hand-decorated with two layers of chocolate icing onto sponge bases, giving the bites a superior quality,” said Karmel Maletta, innovation controller at Premier Foods.

“Within the cake category, we’re seeing significant growth of the more indulgent products and we expect the new delights to drive this growth further.”

In January, Premier Foods unveiled a new Mr Kipling ‘whole cakes’ range as part of its seasonal Easter line-up.

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