Premier Foods, whose stable of brands includes Mr Kipling and Hovis, will launch a major on-pack initiative across all of its brands in March.
Branded ’Great Little Ideas’, it will feature simple recipe hints and tips targeted at mums looking for meal-time inspiration, and will be backed by a £10m marketing campaign across all media.
The first wave of marketing for 2010 will feature tips to transform Mr Kipling products from an after-school treat into a dessert, such as creating an Eton Mess using Mr Kipling Viennese swirls. There will also be a focused ’Winter Warmers’ campaign, featuring Mr Kipling, from September to November.
"Great Little Ideas is about taking a Cadbury’s Mini Roll and making a dessert – simple bish bash bosh hints and tips," said Will Carter, MD of grocery at Premier Foods.
"There is an immense inertia in people’s eating habits, with around 80% of people hardly ever changing their routine. A lack of inspiration means shoppers default to a known option.
"This is a strategic initiative, which we believe will encourage consumers to liven up their routine by using stuff that’s in their cupboards already."
Hovis, which operates outside the grocery division of Premier Foods, is expected to feature in the second wave of marketing in 2011, and will have Great Little Ideas labelling on pack next year.