Mr Kipling, the UK’s favourite cake brand[1], is expanding its range with new Signature Collection Seriously Chocolatey Brownies and Signature Collection Gooey Brownie Bites. The latest launches mark a first for Mr Kipling, with the Gooey Brownie Bites being the brand’s first ‘bite-sized’ treat under the Signature Collection range – and Seriously Chocolatey Brownies becoming the brand’s first ever premium brownie.
In the past year, the ‘Nibbles and Bites’ cake category was reported to be worth £85m – up +15% year on year[2]. With evening snacks equating to 22.5% of ‘Nibbles and Bites’ occasions[3] and 80.1% of evening snacks being chocolate flavoured[4], Mr Kipling Signature Collection Gooey Brownie Bites are the perfect treat for customers looking for an indulgent, chocolatey, bite-sized evening treat.
Available in two flavours, Double Chocolate and Salted Caramel, Gooey Brownie Bites are made with a rich and chocolatey brownie base, topped with a generous layer of gooey chocolate or salted caramel sauce, then finally coated in thick milk chocolate for the ultimate indulgence.
Also added to the Mr Kipling Signature Collection line-up is Seriously Chocolatey Brownies. These rich chocolate brownies are covered with a thick layer of smooth chocolate creme, coated in thick velvety milk chocolate and a delicate dark chocolate drizzle – offering customers an indulgent sweet treat that taps into the popularity of brownies as an evening snack[5].
Mathew Bird, Brand Director for Sweet Treats at Premier Foods said: “In the past year, Signature Collection delivered an impressive £4.7m[6]. We are excited to be expanding this popular range with brownies – and our first ever Signature Collection bite-sized treat – that will meet growing demand for evening indulgence and increase penetration with younger consumers.[7] Whether it’s treating yourself or sharing with friends and family, the Signature Collection brings a special moment to every occasion.”
Mr Kipling Signature Collection Gooey Brownie Bites will be available from September and come in packs of 10 at a MSRP of £2.65. Mr Kipling Signature Collection Seriously Chocolatey Brownies will also be available from September as a five pack at an MSRP of £2.65. To support both launches, Mr Kipling is running a national out-of-home advertising campaign across the autumn months.
[1] IRI Data- IRI Grocery Outlets, Value Sales, 52 w/e 13 August 2022
[2] IRI data- IRI Grocery Outlets, Nibbles & Bites Cakes, Value Sales, 52 w/e 13 August 2022
[3] Kantar data- Total Occasions, Nibbles & Bites APC, 52 w/e 15 May 2022
[4] Kantar, Usage panel, Meal Occasions %, 104 w/e 16 May 2021
[5] Kantar, Usage panel, Meal Occasions %, 104 w/e 16 May 2021
[6] IRI data- IRI Grocery Outlets, Signature Collection, Value Sales, 52 w/e 6 August 2022
[7]Kantar Data, AYR APC, 52 w/e 7 August 2022, Value Sales
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