• UK’s biggest cake brand brings non-HFSS innovation to market in category first
  • New Mr Kipling ‘Deliciously Good’ range taps into continued consumer demand for better-for-you cakes, without compromising on taste
  • The launch forms part of Premier Foods’ Enriching Life Plan, which lays out its ambition to double sales of healthier products and support healthier lifestyles
  • Mr Kipling Deliciously Good cakes will start rolling out in Tesco from today 

Premier Foods, one of the UK’s largest food manufacturers and home to some of the nation’s best loved brands, has launched Mr Kipling Deliciously Good – a new, better-for-you range of Mr Kipling cakes and pies, delivering both a healthier and great tasting product. 

Scoring exceptionally well in consumer taste testing, Mr Kipling Deliciously Good took three years to perfect and is Premier Foods’ first full range of non-HFSS (non-high fat, salt & sugar) branded cakes and marks a UK first for the category.

As one of Premier Foods’ best-selling brands, the launch also represents a major milestone in delivering against the Group’s Enriching Life Plan, which six-months ago set out a strengthened ESG strategy to support healthier, more sustainable lifestyles by more than doubling sales of its healthier products.

Launching from today in Tesco[1] and rolling out over the next few months, the Deliciously Good Mr Kipling range builds on both businesses’ commitments to making healthier choices a little bit easier, with 73% of shoppers saying they would buy healthier cakes and a further 75%, agreeing that Mr Kipling was the right brand to bring them to market[2].

Made at Premier Foods’ Stoke and Carlton manufacturing sites, the delicious and soft new cakes contain 30% less sugar, and up to 10 times the amount of fibre[3] than standard Mr Kipling ranges, are made with real fruit[4] and provide as little as just 99 calories per portion. Most significantly of all, in consumer taste testing, which incorporates appearance, colour, flavour, aroma and texture, Deliciously Good scored incredibly well. Great taste is still the key driver of consumer purchase, and these products deliver on both great taste and healthier credentials. 

The new range will include a range of Mr Kipling’s iconic cake slices including Lemon, Bakewell, Angel, Chocolate, and Chocolate Caramel variants, which will be available in either snack packs or share packs[5], along with Bramley Apple Pies and Bramley Apple and Blackcurrant pies.

The launch will be supported with a new brand advertising campaign featuring a new TV advertisement, digital marketing and in-store activation, in line with Premier Food’s Branded Growth Model, which combines, marketing investment, retailer relationships and consumer insight-driven innovation to create long-term sustainable growth.

Alex Whitehouse, CEO of Premier Foods, commented: “Those who bake cakes themselves will understand that creating a cake with significantly less sugar, is healthier, and still tastes indulgent is no easy task, but using the expertise garnered from producing such an iconic brand over the last 50 years, our talented teams have made the impossible possible. 

“We said a year ago that we were committed to providing great tasting, nutritious food and I’m delighted that we’ve created a product that caters to the growing demand for healthier treats – whether that’s helping existing consumers to make healthier swaps or attracting new shoppers. Deliciously Good will allow people to truly have their cake and eat it.” 

Peter Wood, Cake Buying Manager at Tesco, commented: “We’re delighted to be the first retailer launching the new, innovative Mr Kipling Deliciously Good range for our customers.”

Over the coming months, Premier Foods will continue adding to its pipeline of innovation and NPD, which include products such as Loyd Grossman Reduced Fat Lasagne Sauces and reduced salt Paxo stuffing as it targets further progress against the goals set out in its Enriching Life Plan.

[1]  The range will launch in Tesco from today, before a being rolled out more widely at the end of the year

[2] Based on an online survey of 100 cake shoppers run 20th – 27th September 2021

[3] [3] Deliciously Good Angel Slice contains 6.9 grams of fibre compared to the standard (0.7g)

[4] [4] Excludes Deliciously Good chocolate slices

[5] Snack pack = individual slices and share packs = six slices per pack

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