Mr Kipling is driving sales for September with £1 cakes in a new back-to-school campaign.

Running for four weeks, ‘Little treats for little prices’ aims to “drive ambient cake sales during the back to school period”. Three family-favourites will be included in the £1 promotional offer: Viennese Whirls, Cherry Bakewells and French Fancies.

Lisa Harvey, Mr Kipling brand manager, said: “With 11.5% of all sweet treats consumed within the lunchbox occasion, it is important that we help retailers to make the most of key calendar periods, such as back to school. We want parents to enjoy shopping during the busy period and our promotional campaign aims to drive interest and sales during this time.”

The campaign will be supported by print advertising and radio.