Premier Foods has ramped up its Mr Kipling brand with a premium range called Signature Collection, aimed at adult cake-lovers.
The three-strong lineup comprises 8 After Dinner Mint Fancies; 4 Chocolate, Caramel & Pecan Slices; and 6 Apple, Pear & Custard Crumble Tarts (rsps: £2.25 to £2.50).
Signature Collection had “its own distinctive, superior design”, said Premier, and was “an indulgent treat for those moments when shoppers want to treat themselves”.
Rolling into stores this week, the NPD would capitalise on people’s willingness to pay more for evening treats, according to Mathew Bird, Premier brand director for sweet treats.
“We’re confident the launch will drive further value into the cake category. We developed the Mr Kipling Signature Collection to include indulgent flavour and texture combinations,” he added.
“The small finishing touches, from the high quality ingredients to the rich texture and contemporary flavour combinations, make the product superior in the cake space.”
It comes with Mr Kipling worth £157.8m in grocery, having last year increased sales by 3.3% [Nielsen 52 w/e 29 December 2018].
The brand had “delivered phenomenal growth, and we have a deep understanding of what people are looking for when they enter the cake aisle” Bird said. “There is currently a clear gap for a branded, premium range in small cakes that is exclusively targeted at adults.”
Last month, Mr Kipling added a three-strong Pug range to its selection of limited-edition lines, having announced in June the return of its Roald Dahl-themed cakes – with new variants joining popular ones from 2018.
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