05 June 2017

An Exceedingly Good Summer with Mr Kipling

​Mr Kipling is exciting consumers with the launch of its Exceedingly Good Summer Campaign, introducing four new limited edition flavours plus an exciting packaging makeover for the core range. 

Summer-Bakewells.JPGIn store now, the limited edition summer products have been inspired by Great British summer dessert flavours including: Eton Mess Bakewell Tart, Strawberry Cheesecake Whirl, Trifle Slice and Strawberries and Cream French Fancies. 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. 

Amy Heap, Mr Kipling Brand Manager, tells us more about the idea behind a summer range for Mr Kipling: “As people tend to buy less cake in the summer, we’ve developed Mr Kipling’s Exceedingly Good Summer campaign to make the brand more relevant and remind consumers that cake is perfect to be enjoyed throughout the year. 

“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. 

“Previous limited edition ranges from Mr Kipling have attracted younger, more affluent shoppers wanting to try new flavours. We think this summer range will help to attract new buyers and drive penetration but also encourage existing buyers to try fun twists on their classic favourites.” 

08 June 2017

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