Premier Foods is launching a limited edition Roald Dahl-themed range with an on-pack promotion. Mr Kipling George’s Marvellous Lemon & Raspberry Whirls, Enormous Croc’s Chocolate Mud Pies, The BFG’s Strawbunkle & Cream Fancies and Mr Fox’s Fantastic Forest Fruit Slices rolling out now and are available across grocery, impulse and wholesale channels with an RSP of £1.00.

The on-pack promotion will give shoppers who purchase the cakes the chance to win thousands of prizes including Roald Dahl inspired holidays and adventure days out. They will be directed to a microsite where they can enter a code to see if they have won.

Lucy Bailey, marketing controller of Mr Kipling at Premier Foods, commented: “Following the 5% category growth over the summer period last year when the packs rolled out exclusively with Tesco and brought new customers to the cake aisle, we’re confident that this year will be the same roaring success.

“Families and people of all ages can enjoy Roald Dahl’s famous stories. Through the new range and splendiferous summer promotion we hope to bring people together to enjoy the iconic characters and delicious cakes. We want to emphasise that the little things done together this summer can mean a lot and the collaboration with Roald Dahl is the perfect way to do just this.”

The core Mr Kipling range will also undergo a packaging refresh with a flash on-pack to highlight the summer promotion and the activity will be supported with in-store and digital activation.