Mr Kipling is launching a seven-strong range of non-HFSS cakes.
Called ‘Deliciously Good’, it comprises: Angel Slices, Lemon Slices, Bakewell Slices, Chocolate Slices, Chocolate Caramel Slices, Bramley Apple Pie and Bramley Apple & Blackcurrant Pie.
The cakes contained 30% less sugar, and up to 10 times the amount of fibre than standard Mr Kipling ranges, were made with real fruit and provided “as little as just 99 calories per portion”, said the brand.
It added they scored “incredibly well” in consumer testing, which incorporated appearance, colour, flavour, aroma and texture.
They have rolled into Tesco today (25 April), and will continue to hit shelves over the coming months (rsp: £1.80-£2.40/28g-52g).
Deliciously Good is being touted as the result of three years’ development. It is Mr Kipling owner Premier Foods’ first full range of non-HFSS branded cakes.
The launch was a “major milestone” in delivering against Premier Foods ‘Enriching Life Plan’, which six months ago set out a strengthened ESG strategy to support healthier, more sustainable lifestyles by more than doubling sales of its healthier products, said the brand.
Premier Foods CEO Alex Whitehouse added “creating a cake with significantly less sugar” that still tasted indulgent was “no easy task, but using the expertise garnered from producing such an iconic brand over the last 50 years, our talented teams have made the impossible possible”.
“We said a year ago that we were committed to providing great-tasting, nutritious food and I’m delighted that we’ve created a product that caters to the growing demand for healthier treats – whether that’s helping existing consumers to make healthier swaps or attracting new shoppers,” he said.
It comes on the back of a strong year for Mr Kipling, whose value sales grew by 4.2% to £178.4m in the 52 weeks to 1 January 2022.
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