Our Internal News

07 April 2017

Mr Kipling goes Gluten Free

Mr Kipling, the nation’s favourite baker, is set to tap into one of the fastest growing cake sectors - ‘Free From’ - with the introduction of his brand new range of Gluten Free cakes.
5000221602705_T1.jpgFree From food is on the rise! In 2016 the Free From Cake sector alone grew by 8%*. And it’s not only on account of consumers shopping in response to specific allergens and food intolerances… there’s also a recognised trend of consumers choosing Free From options as part of a healthier lifestyle.
Our new Mr Kipling Free From range promises to be every bit as delicious as our core ranges. Look out for our Cherry Bakewell Mini Tarts and Loaf Cake, Ginger and Lemon Loaf Cake, and Apple Loaf Cake - all gluten and wheat free! 

Carolyn Longcroft, Mr Kipling Senior Brand Manager, shares her excitement: “We’re delighted to be launching the new range. It will enable even more people to enjoy our classic Mr Kipling cakes and takes Mr Kipling into the Free From aisle for the first time - helping us expand the relevance of the brand and gain incremental space in store. We can't wait to see the response of shoppers!”

Mr Kipling’s Free From range will be available exclusively to Tesco for 12 months. 
(*source: unify 52 w/e 25 Mar 17)

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