Premier Foods has expanded its Mr Kipling Deliciously Good range with three loaf cakes in Lemon, Banana, and Caramel Apple flavours (MRSP £2.25).
Loaf cakes are now worth £47m (+17.6% vs last year) and aim to appeal to consumers looking for better-for-you cake options. Mr Kipling’s new range of healthier loaf cakes contain real fruit, 30% less sugar and are 115 calories per portion.
In April 2022, Mr Kipling launched its healthier, Deliciously Good range of cakes to provide increasingly health-conscious shoppers with treats that are lower in fat and sugar. The range is non-HFSS compliant, which allows the products to be promoted anywhere in-store. The range is currently performing well, with £10m RSV achieved in the last year and 47% of sales are incremental to the category.
Naomi Shooman, Global Marketing Director, Sweet Treats at Premier Foods, commented: “The loaf format is incredibly popular with shoppers, and our Mr Kipling range offers the great taste customers expect from the brand, with the added benefit of being healthier, a growing trend in the category. The launch aims to unlock more health occasion purchases such as lunchtime, afternoon snacking or as an evening treat.”
To support the launch, Mr Kipling is promoting its Deliciously Good range via instore activations throughout the year. The Mr Kipling Deliciously Good Loaf Cake range is now available in Tesco and rolling out in other grocery stores later this year.
