Mr Kipling unveils exceedingly good innovation
Mr Kipling is unveiling five new launches across three of its most popular ranges: adding three new flavours to its popular Whirls range, Birthday Cake Slices and Latte Tarts. The latest additions are designed to attract younger shoppers into the aisle through on-trend flavours, while offering exciting new ways to enjoy sweet treats throughout the day.
Whirls new flavours and 4-pack
Mr Kipling is injecting fresh momentum into its fast-growing Whirls range, which is growing +14.4%[1], with the launch of three new flavours – Cookies & Cream, Custard Cream, and Lemon & Raspberry. Rolling out during April, the new flavours will be available in four-pack formats. Its existing Caramelised Biscuit Whirls will also be moving into a four-pack format for the first time.
Blending nostalgic favourites with more modern, trend-led flavour combinations, the new additions are designed to bring a fresher, more contemporary feel to the range, helping to engage younger shoppers while still appealing to existing fans. Its smaller four-pack formats will also make the Whirls more accessible to smaller households to unlock new sales opportunities for retailers.
Birthday Cake Slices
Mr Kipling is also bringing one of the most popular flavours from its Tarts range into a brand-new format with Birthday Cake Slices, landing in store from 13th May. Combining soft vanilla flavour sponge, a jam layer and sweet fondant icing topped with sprinkles, the launch taps into strong demand for new flavours in cakes. The move builds on the success of Mr Kipling Birthday Cake Tart, now the second largest tart in the category and worth £4.2m[2], highlighting the shopper appetite for the flavour.
By combining the flavour that has proven popular with Mr Kipling’s iconic slices format, it will bring new shoppers into the category and drive incremental sales for retailers.
Latte Tarts
Meanwhile, Mr Kipling is growing its Tarts range with new Latte Tarts, bringing a totally different taste profile to join its existing Tarts offering. The tarts are comprised of coffee flavour icing, sponge and sauce that creates a balanced sweetness. The unique proposition is designed to attract new shoppers to the tarts segment by tapping into the appeal of coffee-inspired flavours and offering a more contemporary twist on the range.
Naomi Shooman, Global Marketing Director for Sweet Treats at Premier Foods, said:
“These launches reflect our ambition to grow the appeal of the Mr Kipling brand, particularly among younger shoppers, through modern flavours and new formats. By adding a variety of on-trend flavours to our popular Whirls range, giving shoppers new ways to enjoy the Birthday Cake flavour and introducing coffee-inspired Tarts, we’re bringing fresh energy to the packaged cakes aisle that we’re confident will increase penetration with a younger demographic and drive sales for retailers.”
[1] Circana (UK) Ltd, All Outlets, GB, Mr Kipling Viennese Whirl AYR, Value Sales % Change, 52 WE 28 March 2026
[2] Circana (UK) Ltd, All Outlets UK, Cakes, Small Pie & Tart AYR, Value Sales, 52 WE 4TH April 2026