Mr Kipling fans in for another splendiferous summer as limited edition Roald Dahl packs return

• Mr Kipling is bringing back its range of limited edition Roald Dahl inspired cakes for Summer 2019, with two delicious new additions joining two of last summer’s family favourites across grocery and convenience
• Available from mid-June, the products are inspired by iconic Roald Dahl stories and their characters, with an on-pack promotion to give shoppers the chance to win thousands of phizz-whizzing prizes
• The core range will also undergo a packaging refresh with an impactful flash on packs to highlight the promotion supported by in-store shopper activity

Premier Foods is celebrating the summer season with the return of its limited edition Roald Dahl-themed range and on-pack promotion with Mr Kipling, following the range’s exceptional performance in Summer 2018. Now available across the grocery and convenience channels, the new SKUs – Fantastic Mr Fox’s Apple Mini Batts and James’s Chocolate & Raspberry Ladybird Slices – are joined by two of the favourites from last year’s range – George’s Marvellous Lemon & Raspberry Whirls and The BFG’s Strawbunkles & Cream Fancies – to help retailers capture shoppers’ imagination in the cake aisle throughout the summer.

There will also be a number of new SKUs that will be exclusively available in selected retailers, including: Miss Honey’s Delightful Honeycomb flavour Fancies, Bruce Bogtrotter’s Chocolate Fudge Whirls (both Tesco), James’ Peach Slices (Morrisons), and The BFG’s Frobscottle Fancies (Asda). 

The splendiferous summer on-pack promotion will give shoppers the chance to win thousands of prizes for the family, including Roald Dahl-inspired holidays, family days out and theatre trips. Participants will be directed to a microsite where they can enter a code to see if they have won, and can also gain access to hints and tips on how to make the most of the school summer holidays, with clever crafts, great games and delightful days out for the family.

Mathew Bird, Brand Director for Sweet Treats at Premier Foods, comments: “Our partnership with the Roald Dahl Story Company in 2018 was incredibly successful, driving £4m retail sales value and contributing to the category’s overall growth of +1.4% over the summer period. The limited edition range also brought incremental shoppers to the brand at a time of year when sales of ambient cake tend to slow.

“This year’s design again provides standout on shelf and we expect the unique flavour twists on our traditional SKUs to be a hit with consumers. It’s a great partnership to be involved in, with two brands that highly value the importance of coming together as a family.”

The core Mr Kipling range will also undergo a packaging refresh with a simplified flash on-pack to highlight the promotion. The campaign is also being supported by in-store activity that will include a wide range of digital, aisle end and additional branded display units to generate interest among shoppers and drive further sales.

The limited edition range is available from 11^th June until 3^rd September across the grocery and convenience channels with an MRSP of £1.50/£1.00 per pack.