Mr Kipling brings early Christmas joy to shoppers with new launches and returning favourites

Mr Kipling is set to make Christmas even sweeter this year, with two new seasonal launches joining its range of festive favourites – Mr Kipling Mince Pie Whirls, along with a new two-pack format of the Signature Collection All Butter Mince Pies. The additions will bring even more opportunities for retailers to tap into the growing popularity of Mince Pies. In fact, Mince Pies have increased in sales value by +34% over the last 5 years and are now worth a huge £79.6m^[1].

Mr Kipling’s new Mince Pie Whirls will combine the iconic Mr Kipling Whirl with a unique twist on the classic mince pie taste – filled with brandy-flavoured creme and mincemeat flavour sauce – for the very first time. The launch will help retailers grab the attention of shoppers on the lookout for different ways to enjoy their favourite festive flavour.

In addition to the Mince Pie Whirls, Mr Kipling is unveiling a two-pack format of its Signature Collection All Butter Mince Pies. The packs are designed for smaller households and will encourage trial among new consumers, enabling even more shoppers to enjoy the rich, indulgent taste of the Signature Collection All Butter Mince Pies.

Both products will be available from September, providing retailers with an early opportunity to drive sales and delight shoppers in the run up to the holiday season.

Naomi Shooman, global marketing director for sweet treats at Premier Foods says, “Christmas is a crucial time for the category, and mince pies remain at the heart of festive traditions. We know they’re a much-loved favourite, but we’re always looking for ways to surprise and delight consumers with new variations on classic flavours. With our Mince Pie Whirls, we’re hoping to bring excitement and intrigue to the Mince Pie segment, while our two-pack Signature Collection Mince Pies opens up even more opportunities for shoppers to enjoy a premium sweet treat.

We know consumers are thinking about Christmas earlier and earlier each year, so there’s no time like the present to get into the festive spirit!”

[1] Circana (UK) Ltd, All Outlets, GB, XMAS Cakes, Mince Pie (Category defined by Premier Foods), Value Sales, 52 WE 23 Aug 2025 vs 52 WE 21 Aug 2021