Premier Foods is expanding its cake offering with the launch of Mr Kipling Deliciously Good Cherry Bakewells, Mr Kipling Strawberries & Cream Chequered cake and Plantastic Indulgent Double Chocolate Brownies.
The launches aim to appeal to a wide range of customers – depending on the occasion and whether people are looking for healthier alternatives, plant-based, or indulgent sweet treats.
The first of its trio of new launches is the Mr Kipling Deliciously Good Cherry Bakewells. With healthier cake performing well and now worth £96m per year, Mr Kipling is expanding its Deliciously Good range as consumer demand for better-for-you cakes continues to grow. One of Mr Kipling’s most popular recipes is Cherry Bakewells, and they are already purchased by one in five households. The brand has now created a healthier version, with 30% less sugar.
Naomi Shooman, global marketing director for sweet treats at Premier Foods, said: “By tapping into consumer trends such as great tasting better-for-you products, there is a real opportunity for retailers within healthier sweet treats. Mr Kipling Deliciously Good Cherry Bakewells is a key extension to the range, as it aims to attract both new and current shoppers who are looking for healthier alternatives that deliver on taste and quality by a brand they love and trust.”
Mr Kipling is also expanding its core range with the launch of a Battenberg-style Strawberries & Cream Chequered cake which is set to appeal to shoppers by taking a popular flavour combination and launching it in a loaf cake format. The new addition excludes marzipan, which the brand’s consumer insight found can be a barrier to purchase.
Premier Foods is increasing its plant-based offering with the launch of Plantastic Indulgent Double Chocolate Brownies to tap into the growing plant-based trend. The new line is available in on-the-go single slices and at-home multipack formats.
Katherine Cook, Plantastic Brand Director at Premier Foods, commented: “The plant-based sweet treats category is perceived to lack in indulgent options and Plantastic is addressing this with new Indulgent Double Chocolate Brownies – a plant-based option that doesn’t compromise on taste.
“Plant-based flapjacks and brownies are both popular with younger cohorts, making the Plantastic propositions the perfect sweet treat to appeal to these consciously minded consumers, who don’t want to compromise on taste.”
Mr Kipling Deliciously Good Cherry Bakewells, Mr Kipling Strawberries & Cream Chequered cake, and Plantastic Indulgent Double Chocolate Brownies are rolling out across the grocery channel from this month.
