Premier Foods’ Mr Kipling cake brand has two new cakes and one new cake range. There’s a jumbo-sized version of the pink French Fancy which aims to attract younger ’millennial’ shoppers into the category. And new Delectable Whirls are shortcake, half enrobed in chocolate and filled with buttercream. There are two flavours: rich chocolate and salted caramel.
Premier hopes its new sharing cakes range, comprising quality, everyday cakes, will target more frequent sharing occasions. The line-up includes victoria sponge, lemon sponge, chocolate cake, coffee cake and raspberry & white chocolate flavour cake.
The three additions to the Mr Kipling range will all include new, eye-catching packaging.