Premier Foods is launching new delicious non-HFSS sweet treats ahead of the festive season, along with classic favourites and best sellers across its Mr Kipling and Cadbury cake ranges. Its latest Christmas line-up includes new Mr Kipling Deliciously Good Festive Pies, Mr Kipling Deliciously Good Plum, Pear & Cinnamon Pies and Mr Kipling Deliciously Good Sticky Toffee Pudding Slices.

Christmas is the biggest seasonal occasion for cake and helps drive incremental sales for retailers[1] – in fact, it is worth £109m[2]. In addition, health now affects over a quarter of consumers’ everyday food and drink choices[3], with 73% of shoppers seeking healthier cake options[4]. Healthier sweet treats is a massive £1.9bn category[5] and by tapping into the growing demand for these products, Mr Kipling has added a range of non-HFSS products to its Christmas portfolio to give shoppers more choice – offering ‘better for you’, more permissible cakes. ?

Mathew Bird, brand director of sweet treats at Premier Foods, comments: “Our new Mr Kipling festive range caters to some of the biggest trends and changes in 2022, with both healthier and great tasting options proving popular amongst consumers. We know shoppers rely on their favourite brands at Christmas and by launching new products that meet consumer demand along with popular best sellers, we look to help retailers drive sales each year.

“The Mr Kipling Deliciously Good range offers customers a variety of sweet treats without the guilt. The tasty cakes are made with real fruit and are lower in calories and sugar – and are non-HFSS compliant.”

Mr Kipling is a trusted brand for exceedingly good cakes and its Deliciously Good range is no exception. Great taste is still the key driver of purchase, and whilst the festive range is lower in sugar and calories, the products do not compromise on taste. The latest launches form a significant part of Premier Food’s ESG strategy, our Enriching Life Plan, which lays out a set of bolder, more ambitious targets including how we help consumers to lead healthier and more sustainable lifestyles.

The new Mr Kipling Deliciously Good Festive Pies, Plum, Pear & Cinnamon Pies and Sticky Toffee Pudding Slices are now available across the grocery channel.

[1] Source: IRI Grocery Outlets  52 w/e 25th December 2021, Value Sales, Total Cake

[2] Source: IRI Grocery Outlets  52 w/e 25th December 2021, Value Sales, Total Cake

[3] Mintel report, Attitudes Towards Healthy Eating 2022, based on 2,00 internet users, aged 16+, December 2021

[4] Based on an online survey of 100 cake shoppers run 20th – 27 September 2021

[5] Based on IRI universe for Cake and Kantar for other categories, 52 w/e May 2020

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