26 September 2016

Cherry Bakewells Sweeten up the line up as Premier Foods Expands Cake on the Go

Premier Foods is launching two additions to its Cake on the Go range: Mr Kipling Cherry Bakewells and Mr Kipling Orange & Cranberry Oat Slices. The new twin packs take it to a six strong range, offering shoppers a variety of iconic and classic flavours to choose from. 

With 13% of shopper store visits used to buy food to go products , retailers have a great opportunity to target this occasion in addition to influencing impulse buys through big name brands such as Mr Kipling and Cadbury Cakes. 

Sarah O’Neill, Head of Cake on the Go at Premier Foods, comments: “Following the initial launch of Cake on the Go in April, we are seeing positive results and great feedback from our wholesale and retail customers. The introduction of these new flavours will help retailers attract a wider audience and with PoS available, we are working with customers to ensure the range is easy to merchandise, creating maximum impact.

“With the on the go market continuing to grow, our leading brands are perfectly placed to capture shopper attention whether they are purchasing a meal deal at lunchtime or choosing a snack to keep them going.” 

The new products will carry an MRSP of 89p for two cakes and the Cherry Bakewells twin packs come in shelf ready packaging for ease of display. 

Merchandising advice
Premier Foods recommends that retailers should focus on stocking the range within its branded parasite units and site it with other food to go items, such as confectionery, cereal bars or alongside a coffee station to promote cross category purchasing. This will increase basket spend as consumers are more likely to buy a range of items to fulfil their snacking needs. Retailers can email [email protected] to order a free POS kit and display units. 

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