Manor Bakeries has added three products to its Mr Kipling range and revamped old favourites as cake wrestles with biscuits and confectionery for domination of the nation's lunchboxes. The new arrivals comprise Butterfly Cakes, packs of individually wrapped Flapjackers and Teatime Tarts in cherry bakewell, strawberry sundae and lemon mousse variants. Manor is promoting its Fruit Pies' image change ­ lids are now shaped like the fruit fillings ­ with a £750,000 press and poster campaign. Higher fruit content is in line with the health oriented trend. Slices boxes now contain three twin wrapped packs ­ more convenient for lunches. "The moves reflect grocery trends towards meals on the move," said Mr Kipling marketing controller Karen Ursell. Small cakes and cake bars are growing sectors of the ambient, packaged cake market valued by Manor Bakeries at £1.2bn. Rsps: Butterfly Cakes £1.49, Flapjackers £1.17, Teatime Tarts £1.35. {{P&P }}

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