Premier Foods is introducing a range of price-marked packs exclusively for the wholesale and convenience channels on its Lyons and Mr Kipling brands.

The new formats will roll out on nine Lyons products this month and four of them will offer extended shelf life. Three price-marked Mr Kipling products will follow next month.

Nick Wood, channel director at Premier Foods, commented: “We know price-marked packs are favoured by convenience retailers, so are pleased to offer the channel some of our most popular products at great prices. Lyons and Mr Kipling are iconic brands, with a long heritage of great quality. Shoppers trust our brands and like price-marked packs as they feel they are getting value for money.”

“With best-sellers such as the Mr Kipling Apple Pies and Viennese Whirls available with a £1.69 price-mark, and Lyons Battenberg and Cupcakes with a £1 price mark, the new formats will help retailers deliver incremental sales. We know that 53% of cake purchases are made on impulse, so these price-marked packs can help make the most of the impulsive nature of the cake category.”

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