Mr Kipling adds new treat to Halloween range

Premier Foods is expanding its Halloween range for 2023 with the introduction of Mr Kipling Chocolate & Orange Slices. Available from mid-September, the spook-tastic slices are perfect for trick-or-treating, dessert, snacking at home or on the go thanks to their individually wrapped format.

Value sales of chocolate and orange flavoured cakes have grown +11% year on year^[1]. In addition, 66% of consumers are looking to try new seasonal flavours^[2] of the products they know and love. The Mr Kipling Chocolate & Orange Slices – as well as the wider Mr Kipling and Cadbury Halloween range – are set to help retailers capitalise on this demand with a variety of options to attract shoppers into the sweet treats category.

Naomi Shooman, global marketing director for sweet treats at Premier Foods, comments: “Building on the growing success of the chocolate and orange flavour in cakes, the Mr Kipling Chocolate & Orange Slices are set to meet demand for this flavour profile at Halloween. Stocking the product alongside the wider Mr Kipling and Cadbury cake Halloween range will help retailers appeal to all ages and occasions – from trick or treating through to celebrations with friends and family.”

In addition to the new Mr Kipling Chocolate & Orange Slices, Premier Foods is also bringing back favourites including Cadbury Mini Bonfire Logs, Cadbury Pumpkin Patch Cakes, Cadbury Goo Heads Cake Bars, Mr Kipling Deliciously Good Toffee Apple Pies, Mr Kipling Terrifyingly Toffee Whirls and Mr Kipling Fiendish Fancies.

^[1] IRI All Outlets GB, 52 w/e 5th August 2023, AYR small cakes

^[2] Toluna, February 2023