Mr Kipling has launched a range of Cake Bites. The Premier Foods brand is aiming to capitalise on the growing market for sharing and special treat eating occasions with its new offering.
Mr Kipling Cake Bites come in three flavours - Caramel, Lemon and Strawberry & Vanilla, available from this month. They are individually wrapped in order to appeal to younger consumers and to increase the brand’s family appeal. The cakes will come packaged in a cardboard tub containing 15 Bites.
“Mr Kipling is currently growing ahead of the market +7.1% year-on-year and our new Cake Bites are integral to continuing this,” commented Rachel Pirt, Mr Kipling senior brand manager.
“Cake is no longer about just about sitting down with a cup of tea. Consumers are now enjoying more informal occasions in and out of home.”
The brand is also launching redesigned packaging. A new ad campaign will be on screens in July and signals a departure from the traditional ‘Exceedingly Good Cakes’ tagline, as the Cake Bites advert will air with the end line ‘Exceedingly Happy Bitesize Cakes’. The new look Kipling brand has been designed with the aim of increasing shelf standout.