Premier Foods is introducing a new seasonal range of Mr Kipling cakes for Easter to complement its existing Mr Kipling and Cadbury Cakes ranges.

With occasion cakes being worth £138m and growing at 5.2%, Mr Kipling will be adding to its range with Orange & Lemon Slices and Lemon Bakewells with bright bold packaging to provide stand-out on shelf.

Karmel Maletta, innovation controller for Mr Kipling and Cadbury Cakes at Premier Foods, commented: “We know shoppers consider Easter as a family-orientated occasion and we wanted to offer a selection of exciting treats which can be shared with friends and family during the seasonal occasion. Mr Kipling and Cadbury Cakes are already firm family favourites, which is why they’re even more popular at Easter time with them both owning over 80% share of the Easter cake market.”