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02 March 2013

Premier Foods extends popular Mr. Kipling Snack Packs range

Premier Foods is introducing two new cakes to its successful Snack Pack range. Mr Kipling Caramel slices and Chocolate slices will join the range this March, drawing new shoppers to the category.

Premier Foods is introducing two new cakes to its successful Snack Pack range. Mr Kipling Caramel slices and Chocolate slices will join the range this March, drawing new shoppers to the category. The innovative pack format has already been launched on favourites Angel and Lemon slices, driving significant sales growth of +7%  on these top sellers.

Mr. Kipling Caramel slices consist of a moist caramel flavoured sponge with a generous layer of caramel, topped with a layer of smooth chocolate topping, whilst Mr. Kipling Chocolate slices consist of a light chocolate layered sponge topped with a layer of delicious chocolate filling and chocolate icing.

Michelle Wilde, Brand Director of Cake at Premier Foods, says, “Mr. Kipling is the no.1 brand within the cake category and the introduction of the snack pack format has already recruited close on three quarters of a million households  to the brand. The packs have a younger shopper base which buys 10% more often, so we are confident that this range provides a significant incremental sales opportunity for retailers, continuing to attract new shoppers to the cake category.”

“These family-friendly flavours are set to be a hit with consumers who want a convenient snack whilst on-the-go and the snack pack format is therefore a crucial part of the cake display.”

Mr. Kipling Caramel slices and Chocolate slices will be available from 25th March with a MRRP of £1.59. 

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For more information, please contact Carrie Pitt or Chloe Jones at Cirkle on 01494 680727 or at [email protected]


26 February 2013

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