Premier Foods says it is cementing its place as the leading player in the Easter cake market with a packaging revamp across the Mr Kipling range to bring it in line with the ’Life is better with cake’ campaign launched last year. In addition, the company hopes to generate early interest via the early availability of its Cadbury Mini Egg cakes, Mini Roll and cake bar lines.

Premier says ’must stock’ lines include lemon Viennese whirls; lemon bakewells; lemon fancies; Mini Egg nests; Mini Egg cakes; Cadbury 10 cake selection; and Cadbury Mini Egg gateau.

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