The UK’s number one cake brand[1] Mr Kipling, is set to surprise and delight shoppers down the cake aisle with a delicious new launch this summer: Strawberries & Cream Fancies. With consumers looking to try new and exciting products, the brand is delivering a twist on the classic favourite consumers already know and love, to help unlock sales opportunities in the category.
The teatime occasion is seeing growth for Ambient Packaged Cakes with +2% year on year to a £242 million occasion[2], and the Mr Kipling Strawberries & Cream Fancies presents an opportunity for retailers to tap into this occasion. What’s more, Fancies are a treat that traditionally over-indexes with older shoppers compared to other ambient cakes[3] but with younger shoppers looking for new flavours in cake, the new Strawberries & Cream Fancies will widen its appeal to re-engage loyal fans and attract new shoppers to the brand.
The Fancies feature a soft pink strawberry flavour sponge with a vanilla flavour topping, covered with a cream flavour fondant icing. Mr Kipling Strawberries & Cream Fancies are available in selected Morrisons and Iceland stores from early June, subject to availability.
[1] Circana All Outlets UK, Cake (client defined), Unit Sales for 52 w/e 13th April 2024
[2] Kantar Usage, Total Market (APC), Occasions (Millions), 52 w/e 14th April 2024
[3] Kantar Worldpanel, % spend by housewife age, 52 w/e 14th April 2024
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