Mr Kipling set to sweeten the cake aisle with the launch of two tart flavours

Mr Kipling, the UK’s number one cake brand[1], is adding a brand new 4-pack tarts format, with Strawberries & Cream and Birthday Cake flavours hitting shelves in selected Morrisons stores on 26^th December. The new flavours are set to appeal to younger shoppers looking for a sweet treat, as well as modernising what is typically seen as a traditional category.

Pies and tarts are a growing segment in cake[2] with the greatest spend share,[3] presenting retailers with an opportunity to drive sales. With tarts typically over indexing with consumers over the age of 55[4], there’s also a huge opportunity to tap into and encourage younger shoppers into the sub-category, and Mr Kipling is doing just that. The new exciting flavour additions are set to attract under-55s to trial the tarts, drive conversion and future-proof the category.

Naomi Shooman, Global Marketing Director of Sweet Treats commented, “Our new Mr Kipling tart flavours will help retailers tap into new opportunities within the small cake category and target new shoppers, by offering more choice to drive category conversion. Birthday Cake is an emerging flavour, whilst Strawberries & Cream follows our Fancies launch this year, which was created to tap into consumer demand for original and exciting flavours.”

The Birthday Cake Tarts will have a vanilla flavour sponge and plum & raspberry jam filling, topped with fondant icing and rainbow sprinkles, whereas the Strawberries & Cream Tarts comprise of a strawberry and cream flavour sponge, layered with strawberry jam and topped with fondant icing and red sprinkles.

The Mr Kipling Strawberries & Cream and Birthday Cake tarts will be available with an MRSP of £2*, from the 26^th of December in selected Morrisons stores, subject to availability. 

*MRSP is the manufacturer’s recommended selling price. Retail prices are at the sole discretion of the retailer.