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Mr Kipling Is Expanding Its Signature and Core Range

Mr Kipling Is Expanding Its Signature and Core Range

Premier Foods is expanding its premium range of Mr Kipling cakes with the addition of After Dinner Chocolate & Orange Fancies to its Signature Collection. The new fancies bring another indulgent flavour combination to the Collection, which is already worth over £1.8m, just seven months after its launch in September.

The Mr Kipling Signature Collection was launched to meet the growing demand for treats that deliver distinctive, high quality flavours. Matching the sophisticated design of the rest of the range, the Chocolate & Orange fancies present shoppers with a new premium Fancy that is ideal as an after dinner treat.

Mathew Bird, Brand Director for Sweet Treats at Premier Foods, comments: “Our Signature Collection fits a clear consumer desire, which has been demonstrated by the positive results of the range to date. We have been blown away by the early performance of our After Dinner Mint Fancies with almost £1m RSV to date. We’re excited to give the range wider appeal, with flavour research showing chocolate & orange is a popular paring and is incremental to mint.”

The new After Dinner Chocolate & Orange Fancies will be available alongside the current Mr Kipling Signature Collection products: After Dinner Mint Fancies; Apple, Pear & Custard Crumble Tarts, and; Chocolate, Caramel & Pecan Slices. Available in stores from 2nd May, a pack of eight has an MSSP of £2.50.

The company is also expanding its core range of Mr Kipling cakes with the launch of Carrot Cake Slices and Lemon Fancies, bringing more classic flavours to the line-up. Both products will be available in stores from the 2nd May and will offer shoppers more choice in the cake aisle. 

As the UK’s second most-popular cake flavour, the new Carrot Cake Slices are a wholesome addition to the range, packed with raisins and topped with a cream-cheese style icing. Available in the popular twin pack format, the product is set to expand the appeal of the Mr Kipling range with a tasty treat that consumers can feel better about eating.

Also coming to shelves this May, and following ongoing popularity at Easter, Lemon Fancies are being made available to shoppers all year round. Having grown +11% year on year to be Mr Kipling’s top-performing Easter product, the eight-pack will sit alongside the box of assorted French Fancies.

Mathew Bird, Brand Director for Sweet Treats at Premier Foods, comments: “These extensions help us diversify the range with recognised and well-loved flavours in formats we know appeal to shoppers. Carrot cake has been one of the most-loved flavours in the UK for many years, making it available in our iconic slice gives people a new way to enjoy the treat.

“Lemon is always a very popular flavour at Easter, but the feedback from shoppers has been that they want to enjoy Mr Kipling Lemon French Fancies anytime.”

Mr Kipling Carrot Cake Slices (MRSP £1.95) and Lemon Fancies (MRSP £2.25) will first be available in stores nationwide from 2nd May.

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