Cake brand Mr Kipling is launching new limited-edition Simnel Slices in time for Easter.
Simnel is the third most popular cake flavour at Easter, growing 7.4% versus 2023. Often found across Easter in larger sharing cakes, the new Mr Kipling slices look to meet the growing demand for this flavour in a smaller, more convenient format. The launch also aims to tap into the demand for seasonally relevant options among shoppers aged 45 and above.
Naomi Shooman, global marketing director for sweet treats at Premier Foods, commented: “Mr Kipling is renowned for its iconic seasonal products, and Easter remains highly important for attracting and driving penetration of newer, lighter buyers. Mr Kipling brought in the most new shoppers of any Easter cake range in 2024.
“With this latest launch we hope to drive even more footfall into the aisle this Easter, engaging shoppers with seasonally relevant and fun flavour twists to enjoy across the season, helping retailers make the most of the opportunity on offer.”
New Mr Kipling Simnel slices are available at an MRSP of £2 in Iceland and will be rolling out in other supermarkets from this month.
