British food manufacturer Premier Foods has unveiled a new range of reduced-sugar Mr Kipling cake slices.
The slices will be rolled out in January and available in three flavours - ‘Smashing Strawberry’, ‘Rockin’ Raspberry’ and ‘Awesome Apple’.
The new varieties contain real fruit, and only natural colours and flavours, as well as 30% less sugar compared to the Mr Kipling Angel Slice cakes, and about 92 calories per slice, according to the company.
They will come in brightly coloured and illustrated packaging to help differentiate them from the core range and help attract customers keen on reduced sugar options.
Lower Sugar Alternatives
“Families are increasingly looking for lower sugar alternatives to standard treats, and this range has been designed to fill a gap in the cake segment,” said Helen Warren-Piper, marketing director at Premier Foods.
“Made with real fruit and coming in at an average of 92 calories per slice, the range will hit the spot with households across the nation as our research demonstrated that people are eager for family snacks using fruit and with reduced sugar content.”
The new slices will be available at £1.75 for a pack of six and will be supported by shopper and digital activation, according to Premier Foods.
“As shopper demands change, it’s important we evolve our brand accordingly,” Warren-Piper said. “We’re confident these three new flavours will be a welcome addition alongside our core range, which has scored positively in our consumer testing.”
The food manufacturer previously introduced four limited edition Mr Kipling cakes in June 2017, based on the popularity of the line, it said.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Kevin Duggan. Click subscribe to sign up to ESM: The European Supermarket Magazine.
