Mr Kipling has unveiled a new range of posh brownies.
It has created a trio of SKUs – Seriously Chocolatey Brownies, and Gooey Brownie Bites in Double Chocolate and Salted Caramel flavours – designed to offer a more indulgent treat.
Seriously Chocolatey Brownies are covered with a layer of chocolate crème and coated in milk chocolate with a dark chocolate drizzle. Five-packs will roll into Asda on 26 September (rsp: £2.65/180g).
Gooey Brownie Bites, meanwhile, comprise 10 mini brownies topped with chocolate or salted caramel sauce and coated in milk chocolate for “the ultimate indulgence”.
They would appeal to customers looking for “an indulgent, chocolatey, bite-sized evening treat”, said Mr Kipling. They have rolled into Morrisons and will hit shelves in Asda on 26 September (rsp: £2.65/192g).
Mr Kipling brand director Mathew Bird said he was “excited to be expanding this popular range with brownies – and our first ever Signature Collection bite-sized treat”.
The innovations would “meet growing demand for evening indulgence and increase penetration with younger consumers”, bringing “a special moment to every occasion”, Bird added.
The launch will be backed by an out-of-home advertising campaign throughout the autumn.
It comes as sales of the brand’s cakes rose by 1.9% to £171.2m over the year to 13 August. However, this was only thanks to inflation – volumes of its cake products were down 6.2% over the same period [NielsenIQ].
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