Mr Kipling expands Signature Collection with bites and brownies

New bite-sized treats join the range
September 21, 2022

Mr Kipling, the UK’s favourite cake brand , is expanding its range with new Signature Collection Seriously Chocolatey Brownies and Signature Collection Gooey Brownie Bites. The latest launches mark a first for Mr Kipling, with the Gooey Brownie Bites being the brand’s first ‘bite-sized’ treat under the Signature Collection range – and Seriously Chocolatey Brownies becoming the brand’s first ever premium brownie.

In the past year, the ‘Nibbles and Bites’ cake category was reported to be worth £85m – up +15% year on year[1]. With evening snacks equating to 22.5% of ‘Nibbles and Bites’ occasions[2] and 80.1% of evening snacks being chocolate flavoured[3], Mr Kipling Signature Collection Gooey Brownie Bites are the perfect treat for customers looking for an indulgent, chocolatey, bite-sized evening treat.

Available in two flavours, Double Chocolate and Salted Caramel, Gooey Brownie Bites are made with a rich and chocolatey brownie base, topped with a generous layer of gooey chocolate or salted caramel sauce, then finally coated in thick milk chocolate for the ultimate indulgence.

Also added to the Mr Kipling Signature Collection line-up is Seriously Chocolatey Brownies. These rich chocolate brownies are covered with a thick layer of smooth chocolate creme, coated in thick velvety milk chocolate and a delicate dark chocolate drizzle – offering customers an indulgent sweet treat that taps into the popularity of brownies as an evening snack[4].

Mathew Bird, Brand Director for Sweet Treats at Premier Foods said: “In the past year, Signature Collection delivered an impressive £4.7m[5]. We are excited to be expanding this popular range with brownies – and our first ever Signature Collection bite-sized treat – that will meet growing demand for evening indulgence and increase penetration with younger consumers.[6] Whether it’s treating yourself or sharing with friends and family, the Signature Collection brings a special moment to every occasion.”

[1] IRI data- IRI Grocery Outlets, Nibbles & Bites Cakes, Value Sales, 52 w/e 13 August 2022

[2] Kantar data- Total Occasions, Nibbles & Bites APC, 52 w/e 15 May 2022

[3] Kantar, Usage panel, Meal Occasions %, 104 w/e 16 May 2021

[4] Kantar, Usage panel, Meal Occasions %, 104 w/e 16 May 2021

[5] IRI data- IRI Grocery Outlets, Signature Collection, Value Sales, 52 w/e 6 August 2022

[6]Kantar Data, AYR APC, 52 w/e 7 August 2022, Value Sales