Media

31 March 2017

Mr Kipling treats shoppers with new luxurious bite sized range

- Mr Kipling is introducing an indulgent cake bite range to appeal to customers looking to treat themselves
- The range will launch in May and will be available in a convenient pack of 3 bites and 12 pack sharing platter
- The nibbles and bites sector is experiencing growth of 19% and Mr Kipling is set to drive this growth with its first launch into this sector

This May, Premier Foods will be launching a new range of indulgent cakes bites - Mr Kipling’s Delectable Delights. Nibbles and bites is currently experiencing growth of 19%[1] and by entering the sector for the first time, Mr Kipling is perfectly placed to bring new shoppers and help grow the category further with its popularity.

The new range, which includes a variety of more sophisticated, indulgent flavours, such as Salted Caramel and Lemon & Ginger, will be available in a pack of three, perfect for on-the-go shoppers and a 12 pack sharing platter.

Karmel Maletta, Innovation Controller at Premier Foods, comments: “Within the cake category, we’re seeing significant growth of the more indulgent products [2] and we expect the new delights to drive this growth further. Our new range offers customers a high quality indulgent product. The new bites have been individually hand decorated with two layers of chocolate icing onto sponge bases, giving the bites a superior quality.”

The new Mr Kipling Delectable Delights range is available in a variety of flavours and will be supported with in-store activation.
 
[1] IRI: 2016 growth YOY
[2] IRI: 2016 growth YOY


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