Mr Kipling is moving from cakes into ambient desserts with the launch of five microwaveable sponge puddings, which are ready in just 50 seconds. They are: chocolate, sticky toffee, lemon, golden syrup and raspberry.
All are made with 100% natural flavours, no artificial colours, and are baked with free range eggs and contain no hydrogenated fats.
They come in a twin pack with a recommended retail price of £1.69.
IRI data values the ambient sponge puddings market at £14.5m and Mr Kipling brand owner, Premier Foods, expects its new launch to grow the category by attracting some of its loyal cake followers to the range.