Mr Kipling is expanding its cake range with the launch of its new premium range, Signature Collection. The range will have its own distinctive, superior design and offer an indulgent treat for those moments when shoppers want to treat themselves or share it with friends and family. The Mr Kipling Signature Collection will launch on the 4th of September with three exciting flavour and texture combinations – After Dinner Mint Fancies, Chocolate, Caramel & Pecan Slices and Apple, Pear & Custard Crumble tarts.

Mathew Bird, Brand Director for Sweet Treats, at Premier Foods, comments: “Research has shown that there are certain occasions – particularly evening treats – which consumers will pay more for[1] and where cake has a role to play[2]. The launch of the Mr Kipling Signature Collection is therefore the perfect opportunity for retailers to capitalise on this and invest in the premium small cake space, driving category value through customers trading up in their purchases.

“The products are truly delectable and the design really reflects this. We’ve had really positive consumer testing sessions and we’re confident the launch will drive further value into the cake category. We developed the Mr Kipling Signature Collection to include indulgent flavour and texture combinations that will delight your shoppers’ taste buds. The small finishing touches, from the high quality ingredients to the rich texture and contemporary flavour combinations make the product superior in the cake space and perfect for sharing with family and friends.

“Mr Kipling has delivered phenomenal growth and we have a deep understanding of what people are looking for when they enter the cake aisle. There is currently a clear gap for a branded, premium range in small cakes that is exclusively targeted at adults.”

Available in stores from the 4th of September, with a promotional MRSP price of £1.50, the launch will be supported by instore activity.

[1] Kantar World Panel 2018

[2] Premier Sweet Treats U&A

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