Gluten-free Mr Kipling cake launched by Premier Foods

Premier Foods-owned Mr Kipling has rolled out a wheat and gluten-free loaf cake range nationally.

The products are rolling out in Tesco stores across the UK now following a trial launch in recent months. The range comprises loaf cakes in three flavours – Apple Crumble, Cherry Bakewell and Lemon & Ginger, each priced at £3. The company has also launched Mini Cherry Bakewells at £2.50.

The gluten-free Mr Kipling loaf cakes each serve eight people, while the Mini Cherry Bakewells are available in packs of two.

The launch is in response to soaring demand in the free-from market, which is forecast to reach £673m by 2020, according to Mintel.

Jo Agnew, brand director at Premier Foods, said the company looked forward to seeing the response from shoppers.

“The new range takes Mr Kipling into the free-from aisle for the first time,” said Agnew. “The free-from market shows no sign of slowing down and this is being driven not only by the 5% of UK adults who have a sensitivity to gluten, but also those who are cutting down as part of a lifestyle choice.”

Mr Kipling recently announced it would be taking advantage of interest in bite-sized products with the launch of the Delectable Delights range, which will be available from May.

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