Premier Foods, through its Mr Kipling brand, is launching a new Exceedingly Good Cake range. Consisting of golden oaty cakes, the range will include wholesome ingredients such as cranberry, orange and coconut.

The Exceedingly Good range is designed to appeal to the increasing number of people who focus on a healthier lifestyle and prefer natural, ‘better for you’ options.

The new range will launch this month initially with two variants - Cranberry & Orange Oat Slices and Dark Chocolate & Coconut Oat Slices - both less than 140 calories a slice. The Mr Kipling Exceedingly Good range comes in packs of four, in individually wrapped snack pack format, with an RSP of £1.49.

Holly Bristow, innovation controller, Mr Kipling at Premier Foods, comments: “This is yet another example of innovation from Mr Kipling, in line with Premier Foods’ strategy of pursuing category growth. We believe there is real potential for ‘better for you’ cake, as this will attract new consumers and open up new consumption occasions.”

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