Mr Kipling has added a new 4-pack tarts format, with Strawberries & Cream and Birthday Cake flavours rolling out in selected Morrisons stores (MRSP of £2).
The Premier Foods-owned brand noted that new flavours are aimed at younger shoppers looking for a sweet treat, as well as modernising what is typically seen as a traditional category.
With tarts typically over-indexing with consumers over the age of 55, the company believes there is a major opportunity to tap into and encourage younger shoppers into the sub-category.
Naomi Shooman, Global Marketing Director of Sweet Treats, commented: “Our new Mr Kipling tart flavours will help retailers tap into new opportunities within the small cake category and target new shoppers by offering more choice to drive category conversion. Birthday Cake is an emerging flavour, whilst Strawberries & Cream follows our Fancies launch this year, which was created to tap into consumer demand for original and exciting flavours.”
