Premier Foods is expanding its premium range of Mr Kipling cakes with the addition of After Dinner Chocolate &Orange Fancies to its Signature Collection. The new fancies bring another indulgent flavour combination to the Collection, which is already worth over £1.8m, just seven months after its launch in September[1]. The Mr Kipling Signature Collection was launched to meet the growing demand for treats that deliver distinctive, high quality flavours. Matching the sophisticated design of the rest of the range, the Chocolate & Orange fancies present shoppers with a new premium Fancythat is ideal as an after dinner treat.

Mathew Bird, Brand Director for Sweet Treats at Premier Foods, comments: “Our Signature Collection fits a clear consumer desire, which has been demonstrated by the positive results of the range to date. We have been blown away by the early performance of our After Dinner Mint Fancies with almost £1m RSV to date[2]. We’re excited to give the range wider appeal,with flavour research showingchocolate &orange is a popular paring and is incremental to mint[3].”

The new After Dinner Chocolate &Orange Fancies will be available alongside the current Mr Kipling Signature Collection products: After Dinner Mint Fancies; Apple, Pear &Custard Crumble Tarts, and; Chocolate, Caramel &Pecan Slices.Available in stores from 2nd May, a pack of eight has an MSSP of £2.50.

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