Premier Foods has revealed the introduction of four limited edition Mr Kipling cakes, as it gets ready for what it is describing as an ‘Exceedingly Good Summer’.
Following the success of seasonal packs and products from the brand in the past, the range comprises of a selection of Mr Kipling favourites with a twist; including Eton Mess Bakewell Tarts, Trifle Slices, Strawberry Cheesecake Whirls and Strawberries & Cream Fancies.
Premier Foods said that Mr Kipling has a record of success with its limited edition packaging and products. It said that the Mr Kipling Strawberries & Cream Fancies return again this year ‘after attracting over 200,000 new shoppers in 2016’.
An Ideal Treat
Jo Agnew, Brand Director for Mr Kipling at Premier Foods, said, “We know that limited edition Mr Kipling cakes have proved popular in the past; attracting a younger, more affluent audience verses our traditional shopper. By re-designing our packs this year for Valentine’s Day and targeting seasonal aisles and displays, our grocery customers saw an impressive increase in sales.
“Summer is a sociable time when people get together to enjoy the warmer season – whether it be a family picnic or BBQ with friends, cake can certainly play a role here. The new products are an ideal treat for sharing and the Trifle Slices come in handy snack packs for those on the go.”
In April, Premier Foods launched a new range of gluten-free cakes in Tesco stores across the UK
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Aidan O’Sullivan. Click subscribe to sign up to ESM: The European Supermarket Magazine.
