Mr Kipling is expanding its Signature Collection range with two new small cakes offerings – Chocolate & Caramel Layer Cakes and Double Chocolate Cakes.
The brand noted that its Signature Collection taps into the growing trend where UK consumers look to treat and reward themselves in the evening by indulging in ambient packaged cake (APC). This provides a scalable opportunity for retailers to tap into, with over 223 million evening-reward occasions recorded in 2023, with chocolate in particular named the number one flavour, making up over 40% of all evening cake snacks. Mr Kipling’s Signature Collection is positioned to unlock ‘everyday premium’ moments.
Naomi Shooman, Global Marketing Director for sweet treats at Premier Foods, said: “When shoppers are looking to relax and reward themselves in the evening, they often look to sweet treats and the small cakes category. The new Mr Kipling Signature Collection products mean retailers can provide their customers with elevated, rich and premium cakes that deliver the chocolatey indulgence they’re after.”
The Mr Kipling Signature Collection Chocolate & Caramel Layer Cakes and Signature Collection Double Chocolate Cakes will be available in Asda from 29 April (MSSP £2.50).
