Mr Kipling launches Dragon Slices and Unicorn Fancies

Premier Foods has expanded its Mr Kipling range with the launch of limited-edition Dragon Slices and Unicorn Fancies.

The food manufacturer said the launch was designed to help retailers drive excitement in the category, following the success of its limited-edition Flamingo Slices, which launched last year.

The Unicorn Fancies, which are available for a limited period of 12 weeks, are a twist on its popular Unicorn Slices, which have since been added to Mr Kipling’s permanent line-up following the launch last year. The Dragon Slices, also available for a limited time, tap into the trend for mythical creatures.

“Following the success we’ve had across the board on our limited-edition cakes, now is the perfect time to launch our latest innovation – Dragon Slices. With mythical creatures continuing to be very on-trend, after unicorns, dragons felt like the next step for us,” said Mathew Bird, brand director for Sweet Treats at Premier Foods.

“Since being back on TV last year, and undergoing a new pack design, the brand has performed really well and we understand the importance of continuing this momentum. Innovation is crucial to keep existing customers excited, and to attract new shoppers, particularly from well-known and trusted brands.”

Dragon Slices (rsp £1) have initially launched at Asda for five weeks, before rolling out nationally in February. The Unicorn Fancies (rsp £1.25) are available nationwide.

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