Hot cross slices lead Mr Kipling Easter NPD line-up

Mr Kipling has unveiled Easter NPD including Hot Cross Slices and Chocolate Whirls.

The Hot Cross Slices (RSP £1 for six slices) taste like a hot cross bun “in a portable format”, according to Mr Kipling owner Premier Foods.

Individually wrapped Hot Cross Squares (RSP £0.89) are also being added to the range for the on-the-go market.

“Consumers are still enjoying traditional flavours, with hot cross buns growing at +3.7% and Simnel cake helping to premiumise the category,” said Jess Ali, marketing controller of seasonal Cadbury and Mr Kipling at Premier Foods. “As a result, our range will also see the introduction of Mr Kipling Hot Cross Slices – a spiced cake with juicy raisin and light icing drizzle, and Mr Kipling Marzipan & Fruit Slices – a convenient way to enjoy a traditional Easter Simnel cake.”

Velvety Chocolate Whirls (RSP £1), comprising chocolate-flavoured shortcake with chocolate sauce and chocolate cream filling, complete the NPD line-up.

“Chocolate is still the number one product eaten at Easter, and while Mr Kipling has a role to play with its fruity flavours – offering shoppers choice – we have added to the portfolio this year with Mr Kipling Chocolate Whirls,” added Ali.

Seasonal Lemon Fancies, Lemon Bakewells and Lemon Whirls (all with an RSP of £1) are also returning to shelves as part of Mr Kipling’s Easter range.

In addition, Premier Foods is bringing back the Cadbury Easter cake selection box. It features nine cakes comprising Cadbury Mini Eggs Choc Cake, Cadbury Mini Eggs Nest Cake, Cadbury Choc Mini Rolls and Cadbury Caramel Cakes.

Cadbury Mini Egg Choc Tarts – chocolate sponge with fondant in a pastry case topped with a Mini Egg – are also returning, alongside a Cadbury Mini Egg Chocolate Gateau.

Last Easter the Cadbury Cakes seasonal range grew by 4.1%, according to Premier Foods, while Mr Kipling’s sales more than doubled (+117%) as the brand attracted 1.6m new shoppers to the category.

Premier will be hoping the NPD can help turn around performance of its branded cakes portfolio, which was down 7.3% year on year by value in the 13 weeks ended 30 December, the company announced last month.

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