Mr Kipling is expanding its Signature Collection range this April with two new small cakes offerings, exciting and delighting shoppers by bringing true indulgence to the cake aisle. With taste the number one driver[1] for UK consumers buying and indulging in sweet treats, Mr Kipling is launching two decadent small cakes, Signature Collection Chocolate & Caramel Layer Cakes and Signature Collection Double Chocolate Cakes.
Mr Kipling’s Signature Collection taps into the growing trend where UK consumers look to treat and reward themselves in the evening by indulging in ambient packaged cake (APC). This provides a scalable opportunity for retailers to tap into, with over 223 million evening-reward occasions recorded in 2023[2], with chocolate in particular named the number one flavour[3], making up over 40% of all evening cake snacks[4]. Mr Kipling’s Signature Collection is positioned to unlock ‘everyday premium’ moments, providing shoppers with indulgent treats in flavours they already know and love to drive scale.
The two new Mr Kipling Signature Collection small cakes will bring a new luxurious proposition to the category with premium feel packaging and high product quality. They will deliver the rich chocolate flavours consumers seek to indulge with at home by incorporating multiple layers, textures and flavours. The Signature Collection Chocolate & Caramel Layer Cakes feature an indulgent chocolate flavoured creme and gooey caramel sauce rolled in fluffy chocolate sponge, coated in thick velvety milk chocolate, and the Signature Collection Double Chocolate Cakes include multiple layers, soft chocolate sponge topped with gooey milk chocolate sauce and a thick layer of decadent chocolate flavoured creme, coated in velvety milk chocolate.
Naomi Shooman, Global Marketing Director for sweet treats at Premier Foods, said: “When shoppers are looking to relax and reward themselves in the evening, they often look to sweet treats and the small cakes category. The new Mr Kipling Signature Collection products mean retailers can provide their customers with elevated, rich and premium cakes that deliver the chocolatey indulgence they’re after.”
The Mr Kipling Signature Collection Chocolate & Caramel Layer Cakes and Signature Collection Double Chocolate Cakes are available in Asda from 29th April.
[1] Kantar Worldpanel Usage, Total GB, 52 w/e 24th December 2023
[2] Kantar Worldpanel Usage, Total GB, 52 w/e 24th December 2023
[3] Kantar Worldpanel Usage, Total GB, 52 w/e 24th December 2023
[4] Kantar Worldpanel Usage, Total GB, 52 w/e 24th December 2023
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