Mr Kipling Deliciously Good adds new healthier loaf cakes

Loaf cakes are now worth £47m (+17.6% vs last year)^[1] and are appealing to consumers looking for better-for-you cake options^[2]. Mr Kipling’s new range of healthier loaf cakes contain real fruit, 30% less sugar^[3] and are 115 calories per portion. This makes them well positioned to attract new and current shoppers and continue supporting category growth.

In April 2022, Mr Kipling launched its healthier, Deliciously Good range of cakes to provide increasingly health-conscious shoppers with delicious treats that are lower in fat and sugar.

Naomi Shooman, Global Marketing Director, sweet treats at Premier Foods, commented: “The loaf format is incredibly popular with shoppers and our Mr Kipling range offers the great taste customers expect from the brand, with the added benefit of being healthier, a growing trend in the category. The launch aims to unlock more health occasion purchases such as lunchtime, afternoon snacking or as an evening treat.”

To support the launch, Mr Kipling is promoting its Deliciously Good range via in-store activations throughout the year. The Mr Kipling Deliciously Good Loaf Cake range is now available in Tesco and will be rolling out in other grocery stores later this year.

^[1] Total IRI Outlets, 52 w/e 1st April 23

^[2] Kantar WPO servings (Mil) share 52 w/e 25th December 2022 (all consumers)

^[3] Than other loaf cakes in the market