Premier Foods brings indulgence this festive season
Mr Kipling is extending its Signature Collection range with the launch of its first ever premium mince pies. All Butter Mince Pies will join new Chocolate Fudge Winter Whirls on shelf this festive season.
Christmas is a huge opportunity for the cake category, with 101 million cake occasions and £134m in retail sales (RSV)
recorded last year[1]. With consumers looking to treat themselves and indulge during the festive season, a flash on pack states ‘Mr Kipling’s best ever mince pies’. The patisserie style treats feature crisp, all butter pastry generously filled with a gently spiced mincemeat that includes vine fruits and sweet apples, infused with delicious brandy and cider for maximum flavour. It’s finished with a delicate pastry snowflake and a light dusting of sweet snow.
Naomi Shooman, global marketing director for sweet treats at Premier Foods, commented: “Mince pies are the most iconic Christmas cake and despite the cost-of-living crisis, shoppers view the festive period as an opportunity to find and enjoy small treats. In consumer product testing, 78% of people said the mince pies looked more indulgent and almost two thirds (62%) said it was worth paying more for, which is in line with the trade-up and selection of more indulgent, affordable products that we see during the festive season.”
Also joining Mr Kipling’s Christmas line-up for 2023 are the Chocolate Fudge Winter Whirls. Chocolate fudge is a growing flavour for Christmas cake[2] and one that performs particularly well among families[3].
The Mr Kipling Signature Collection All Butter Mince Pies and Mr Kipling Chocolate Fudge Winter Whirls are on shelves now and will be available across the grocery channel.
[1] IRI Grocery Mults, 20 w/e 24th Dec, Xmas Cake
[2] Kantar Christmas Review 2022
[3] Kantar Christmas Review 2022