Premier Foods has brought back its limited-edition Roald Dahl-themed cake range and on-pack promotion with Mr Kipling, following last year’s exceptional performance. New SKUs Fantastic Mr Fox’s Apple Mini Batts and James’s Chocolate & Raspberry Ladybird Slices are joined by two favourites from 2018, George’s Marvellous Lemon & Raspberry Whirls and The BFG’s Strawbunkles & Cream Fancies. Promotion prizes include Roald Dahl-inspired holidays, family days out and theatre trips. Participants enter via a microsite where they can also find hints and tips on how to make the most of the school holidays.

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