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 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.

"Great Little Ideas is a strategic initiative, designed to encourage consumers to liven up their routine by using stuff already in their cupboards," said Will Carter, MD of grocery at Premier Foods.

Hovis, which operates outside the grocery division of Premier Foods, is expected to feature the Great Little Ideas labelling on-pack in 2011.

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