Mr Kipling's Signature Collection Mince Pies return to shelves
What’s the first sign that Christmas is on its way?
For some, it’s spotting twinkling lights appearing on the high street or the first Christmas trees being erected in town squares. For others, it’s hearing festive songs on the radio. For many Brits, however, the festive season officially begins when Mr Kipling’s Signature Collection All Butter Mince Pies return to supermarket shelves.
Now back in stores nationwide, one of the season’s eagerly awaited festive treats is ready to help kick-start Christmas. Mince pies remained a popular festive choice in the run-up to Christmas 2025, outperforming categories including Yule Logs, Panettone and Stollen Cakes[1].
Whether you’re planning ahead for festive gatherings, enjoying a cosy evening with a cuppa, or simply embracing the return of seasonal favourites, these indulgent mince pies are here to bring a little festive magic to every moment.
The return comes as Britain’s love affair with mince pies shows no signs of slowing down[2], with Mr Kipling continuing to be a festive treat for households across the country. Proof that some festive traditions never go out of fashion, sales of Mr Kipling’s Signature Collection Mince Pies grew by 8.6% last year, showing Britain’s appetite for this Christmas classic remains as strong as ever[3].
A true Christmas classic, mince pies remain firmly on festive shopping lists, with the average buyer purchasing four packs in the 12-week run-up to Christmas[4].
Made with a luxury mincemeat filling generously packed with succulent vine fruits, Bramley apples, brandy, cider and warming festive spices, each mince pie is encased in rich all-butter pastry for a crisp, buttery bite. Finished with a delicate pastry snowflake and sweet dusting, Mr Kipling’s Signature Collection All Butter Mince Pies offer a more indulgent take on the festive classic, combining carefully selected ingredients, premium all-butter pastry and a rich fruit filling for a truly special Christmas treat.
Naomi Shooman, Global Marketing Director for Sweet Treats at Premier Foods, said:
“There’s something special about seeing mince pies back on shelves. It’s one of those little moments that signals Christmas is on the way. We’re delighted to bring back our Signature Collection Mince Pies for another festive season, giving shoppers an indulgent twist on a seasonal classic that’s perfect for enjoying with family and friends.”
That appetite is reflected across the country too, the North remains Britain’s biggest mince pie-loving region, accounting for the largest share of Mr Kipling mince pie sales last Christmas, while Wales recorded the fastest year-on-year growth[5].
From after-dinner treats and festive entertaining to surprise visitors dropping by over the holidays, Mr Kipling’s Signature Collection Mince Pies are the perfect addition to every Christmas occasion.
Mr Kipling’s Signature Collection All Butter Mince Pies are available now in Tesco, Asda, Morrisons and with an RRP of £2.50 for a 2-pack.
[1] Worldpanel by Numerator, 12 w/e to 28-12-2025, Total Mince Pies, Spend, Total Market.
[2] Worldpanel by Numerator, L2Y, 12 w/e 28 December 2025, Total Mince Pies, Packs, Total Market.
[3] Circana (UK) Ltd, Mr Kipling, All Outlets, GB, Premier Foods Non-Syndicated Retailer Scan Data for Cake, Value Sales, 18 WE 3rd January 2026 v YA.
[4] Worldpanel by Numerator, 12 w/e to 28-12-2025, Total Mince Pies, Packs Per Buyer, Total Market.
[5] Worldpanel by Numerator, 12 w/e to 28-12-2025, Total Mr Kipling Mince Pies, Demographics – Spend Share, Total Market.