Mr Kipling has launched Simnel Slices ahead of Easter, with the hope of luring shoppers aged 45 and over.
Inspired by the traditional fruit cake eaten at Easter, the limited-edition slices feature a “fluffy” sponge, studded with dried fruit, sandwiched with a marzipan flavour filling and topped with soft marzipan-flavoured icing.
They have rolled into multiple retailers with an rsp of £2 for six slices, joining Premier Foods’ wider Easter range, including Cadbury Mini Eggs Nest Cakes, Cadbury Creme Egg Cake Bars, Mr Kipling Lemon & Raspberry Mini Batts and Mr Kipling Vanilla ‘Egg’ French Fancies.
Simnel Slices would cater to a previously untapped opportunity for a smaller, convenient format of simnel cake, appealing particularly to shoppers aged 45 and above, said Mr Kipling.
“Easter remains highly important for attracting and driving penetration of newer, lighter buyers,” said Premier Foods global marketing director for sweet treats Naomi Shooman.
“With this latest launch we hope to drive even more footfall into the aisle this Easter, engaging shoppers with seasonally relevant and fun flavour twists to enjoy across the season, helping retailers make the most of the opportunity on offer.”
It comes after Mr Kipling added two tart variants specifically targeted at younger shoppers at the end of 2024.
Strawberries & Cream and Birthday Cake Tarts (rsp: £2/four) rolled into selected Morrisons stores in December.
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