Premier Foods is adding three new flavours to its popular Mr Kipling Snack Pack range with the introduction of Milkshake Slices in three new flavours: Strawberry, Vanilla & Chocolate and Banana.

The new flavours contain lower fat and saturated fat levels than the existing range, as well as providing a source of calcium; which is intended to make them ideal for lunchboxes and as an after school treat. The launch will also kick-start a format change across the Mr Kipling Snack Pack range, with 6-packs being replaced by 4-packs and 9-packs.

Helen Kemish, marketing controller for Mr Kipling, commented: “Following the successful launch of our ‘Life is better with cake’ campaign last year, we are committed to investing in Mr Kipling and driving growth in the category through new products and pack formats that delight our consumers.

“Our new Milkshake Slices are the ideal sweet treat for lunchboxes. The new pack formats will also support mums with their weekly shop by providing a choice of pack sizes for different sized households as well as the option to choose a mix of flavours in smaller packs to cater for different taste preferences at home.”

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