Media

05 June 2017

Mr Kipling set to drive scorching sales with Exceedingly Good Summer campaign

Premier Foods is getting ready for an ‘Exceedingly Good Summer’ with the introduction of four limited edition Mr Kipling cakes, following the success of seasonal packs and products from the brand  in the past. Rolling out in stores now, the range comprises of a selection of Mr Kipling favourites with a twist; including Eton Mess Bakewell Tarts and Trifle Slices.

 

Premier Foods is helping retailers generate summer sales and driving excitement in the cake category with the launch of four limited edition Mr Kipling cakes, and its ‘Exceedingly Good Summer’ campaign. The seasonal range has been inspired by Great British summer dessert flavours and includes Mr Kipling Eton Mess Bakewell Tarts, Trifle Slices, Strawberry Cheesecake Whirls and Strawberries & Cream Fancies. Rolling out in stores now, the limited edition packs will carry a new summer-themed design which is set to differentiate the products from the core Mr Kipling range and help them stand out on-shelf. 

The brand has a proven track record for success with limited edition packaging and products; its Valentine’s Day packs earlier this year led to an impressive sales uplift across all grocery accounts. The Mr Kipling Strawberries & Cream Fancies return again this year after attracting over 200,000 new shoppers in 20161. Research shows that 52% of cake is bought on impulse2, so limited edition products in this category are an ideal way for retailers to make additional sales.

Jo Agnew, Brand Director for Mr Kipling at Premier Foods, comments: “We know that limited edition Mr Kipling cakes have proved popular in the past; attracting a younger, more affluent audience verses our traditional shopper. By re-designing our packs this year for Valentine’s Day and targeting seasonal aisles and displays, our grocery customers saw an impressive increase in sales. 

“Summer is a sociable time when people get together to enjoy the warmer season – whether it be a family picnic or BBQ with friends, cake can certainly play a role here. The new products are an ideal treat for sharing and the Trifle Slices come in handy snack packs for those on the go.”

The limited edition flavours will carry an MRSP of £1 and an impactful in-store campaign will support this launch to drive maximum awareness at point of purchase.

The brand will be working closely with its grocery accounts to set up bespoke activity to leverage the brand new ‘Exceedingly Good Summer’ campaign creative, with point of sale material such as shippers and branding for gondola ends available. 

 1 Kantar, 52 w/e 1st March 2015/16
 2 IGD Benchmark Study, December 2015

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