Mr Kipling launches new non-HFSS Hot Cross Pies for Easter

Mr Kipling has expanded its popular Deliciously Good range with the launch of Hot Cross Pies.

Sweet treats are key to the Easter occasion with 87% of shoppers buying more cake than usual during Easter^[1]. In addition, 83% agree they want to try new Easter flavours and themes^[2].

The new Deliciously Good Hot Cross Pies take on the popular sweet and spiced flavours of Easter, reinvented in a pie format to provide shoppers with a healthier sweet treat that they can enjoy without compromise.

Mathew Bird, Brand Director at Premier Foods, said: “These non-HFSS pies contain 30% less sugar and real fruit pieces, making them ideal for driving penetration with health-conscious consumers. As they are HFSS compliant, Mr Kipling’s Deliciously Good Hot Cross Pies can be promoted throughout the store for maximum visibility.

“Shoppers also look to brands that they know and love during key seasons and – with Mr Kipling ranked as one of the top Easter cake brands^[3] – the new Deliciously Good Hot Cross Pies are set to help retailers boost basket spend.”

The pies join the wider Mr Kipling and Cadbury Easter cake range, which includes favourites like the Mr Kipling Lemon Bakewell and Cadbury Mini Egg Chocolate Cake.

^[1] Premier Foods AAA Study, May 2022

^[2] Premier Foods AAA Study, May 2022

^[3] Premier Foods AAA Study, May 2022