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This Easter, Mr Kipling and Cadbury Cakes are launching an on-pack competition to give shoppers the opportunity to win adventures through its cake packs, including a dream family holiday for four people, days out and over 100 other prizes. The campaign is live now and will run until 16th May across all retail channels.

Sweet treats remain closely associated with seasonal occasions, and Easter is no exception. Consumers are already purchasing 882 million treats per year and during this Easter period, there was a huge uplift with sales in April 2023 23% higher than in March, and 52% higher than May[1]. Premier Foods is determined to drive sales further for retailers around this occasion with the Mr Kipling and Cadbury Cake Easter campaign.

Naomi Shooman, global marketing director for sweet treats at Premier Foods, said: “At Easter, consumers are more likely to be spending time with friends and family[2], so we’re expecting more shoppers to turn to the category for sweet treats to share with loved ones. Our distinctive on-pack executions and in-store activity, makes the cake aisle an exciting destination to shop – especially when prizes are on offer. Our aim is therefore to disrupt and recruit shoppers into the cake category during the Easter period and excite them with the latest Mr Kipling and Cadbury campaign which could see them win the likes of a dream family holiday.”

The competition is running across some of Cadbury and Mr Kipling’s most popular Easter cake SKUs, including the Mr Kipling Lemon & Raspberry Mini Batts and the returning Mr Kipling Deliciously Good Hot Cross Pies. The competition is available across the grocery, wholesale and convenience channel from now until 16th May. The full terms & conditions can be found on:

[1] Kantar Usage: 52 w/e  01 October 23

[2] Kantar Usage: 52 w/e 01 October 23

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