04 January 2018

Mr Kipling encourages families to reduce sugar with brand new slices range

- Mr Kipling is kicking off 2018 with the launch of reduced sugar slices made with real fruit 
- Rolling out in January, the new range will be available in three tempting flavours - Smashing Strawberry, Rockin’ Raspberry and Awesome Apple  
- Appealing to families on the lookout for reduced sugar treats, the brightly coloured packaging includes animal characters to maximise visibility on shelf

This January, Premier Foods is adding a new range of family-friendly slices to its iconic portfolio, offering shoppers a reduced sugar option in the cake aisle. Mr Kipling’s new slices contain real fruit and only natural colours and flavours; in addition to having 30% less sugar1.

With three delicious flavours - Smashing Strawberry, Rockin’ Raspberry and Awesome Apple - the new cakes have brightly coloured and illustrated packaging to help differentiate them from the core range. As the nation’s favourite ambient cake brand2, Mr Kipling is perfectly placed to attract new shoppers to the category. 

Helen Warren-Piper, Marketing Director at Premier Foods, comments: “Families are increasingly looking for lower sugar alternatives to standard treats, and this range has been designed to fill a gap in the cake segment. Made with real fruit and coming in at an average of 92 calories per slice, the range will hit the spot with households across the nation as our research demonstrated that people are eager for family snacks using fruit and with reduced sugar content.

“Mr Kipling has an iconic portfolio of ‘exceedingly good cakes’, and as shopper demands change, it’s important we evolve our brand accordingly. We’re confident these three new flavours will be a welcome addition alongside our core range, which has scored positively in our consumer testing.”
The new Mr Kipling fruit slices will carry an MRSP of £1.753 for a pack of six and will be supported by shopper and digital activation. 

[1] ‚ÄčThe new range contains 30% less sugar when compared to a Mr Kipling Angel Slice
[2] IRI, ambient cake retail sales value, 52 w/e 9th December 2017
[3] This is an MRSP only. Pricing is at the sole discretion of the retailer


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