01 May 2015

Mr. Kipling shakes-up pack format with the launch of new Milkshake Slices

Premier Foods is adding three new flavours to its popular Mr. Kipling Snack Pack range with the introduction of Milkshake Slices, which rolls out from May in three great 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; making them ideal for lunchboxes and an after school treat. The launch will also kick-start a format change across the entire Mr. Kipling Snack Pack range, with 6-packs being replaced by 4-packs and 9-packs*.
The Mr Kipling brand, which is currently worth £163.5m and commands a 17.1% category share[1], remains at the forefront of shopper trends; responding to the growing number of smaller households, and also providing a larger pack for families[2].  The new sizes will also provide retailers with a number of benefits, such as the ability to offer an increased number of promotions throughout the year and the 4-pack being highly relevant for the convenience sector, a pack size that is more relevant to the convenience shopper’s mission and basket size.
The new Milkshake flavours will join the brand’s existing, industry-leading ‘Snack Pack’ format, which currently includes Angel, Chocolate, Lemon, Banoffee and Caramel slice variants; and which represent the most successful NPD cake launch in the last four years and is now worth £37.5m[3]. The new Milkshake Slices and pack format changes are expected to add to this success by driving incremental sales to the category.
Helen Kemish, Marketing Controller for Mr. Kipling, comments: “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. ”
Mr. Kipling Milkshake Slices will carry the following MSSP:
  • 4-pack: £1.29
  • 9-pack: £2.39
- Ends -
For more information, please contact Natasha Sharma or Charlotte Sylvester at Cirkle on 01494 731750 or at [email protected]
Note to editors:
As one of Britain's largest food producers, Premier Foods is committed to delivering the taste the British love, with food that's made in Britain by people who understand British consumers. We supply a range of retail, wholesale, foodservice and other customers with some of Britain's best loved brands, including Ambrosia, Batchelors, Bisto, Loyd Grossman, Mr. Kipling, Oxo and Sharwood’s. The company employs around 4,000 people operating from 13 sites from across the country.
*Caramel and Banoffee Slices will be available in 4-pack only.
[1] IRI Grocery Outlets MAT to 21st March 2015
[2] Nielsen research March/April 2014
[3] IRI Grocery Outlets MAT to 21st March 2015

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