Premier Foods is offering cake lovers a better-for-you alternative with its popular Mr Kipling Angel and Chocolate Slices containing 30% less sugar[1]. Each reduced sugar slice contains just 100 calories, meaning health conscious shoppers can still enjoy a treat and retailers can offer more choice in the cake aisle.

The iconic Angel Slice is a best-seller within the Mr Kipling range, worth £20m across two popular pack formats[2]. The launch of a lower sugar variation of these already popular slices will offer consumers a healthier alternative from a well-known brand that will help increase sales.

Mathew Bird, Brand Director for Sweet Treats at Premier Foods, comments: “With health so high on the agenda at the moment it couldn’t be a better time for the brand to launch a lower sugar version of well-loved products. The sponges come in our snack pack format, meaning consumers can conveniently eat on the go. As consumers are becoming increasingly conscious about their food choices, our snack packs are also a great way for them to exercise portion control. Following the successful launch of Mr Kipling Reduced Sugar Fruit Slices – which has recently won a Product of the Year award – we’re looking forward to seeing how the Reduced Sugar Angel and Chocolate Slices are received.”

The products are rolling out from mid-February and will be available across all major retailers.

[1] Compared to a standard Mr Kipling slice

[2] IRI latest 52 week ending Feb 19

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