Premier Foods has expanded its Mr Kipling range for the Christmas season with the launch of two new products in the grocery channel.
The new additions are All Butter Mince Pies (MRSP: £2.75), described as the brand’s first premium mince pies, and Chocolate Fudge Winter Whirls (MRSP: £1.50).
Premier Foods noted that Christmas is a major opportunity for the cake category, with 101 million cake occasions and £134m in retail sales (RSV) recorded last year.
Naomi Shooman, global marketing director for sweet treats at Premier Foods, commented: “Mince pies are the most iconic Christmas cake, and despite the cost-of-living crisis, shoppers view the festive period as an opportunity to find and enjoy small treats. In consumer product testing, 78% of people said the mince pies looked more indulgent, and almost two-thirds (62%) said it was worth payment more for, which is in line with the trade-up and selection of more indulgent, affordable products that we see during the festive season.”
With the Chocolate Fudge Winter Whirls, the brand noted that chocolate fudge is a growing flavour for Christmas cake and one that performs particularly well among families.
