Mr Kipling has capitulated to the healthy eating trend sweeping across cakes and biscuits with the launch of a lighter version of its signature range.
The 40-year-old brand is this month launching Delightful, a four-strong range of products that are lower in fat and calories than its standard versions.
Three slices have been created - apple, lemon and chocolate - each containing less than 10% fat and fewer than 100 calories, alongside Cherry Bakewells, which contain 30% less fat than the standard product (all rsp:
£1.09).
Emma Chamberlain, head of marketing for Mr Kipling at RHM-owned Manor Bakeries, said the products were launched to fill a gap in the market for a healthy cake brand. They are not aimed at dieters, but at people who want to eat more healthily, and will compete with brands such as United Biscuits’ Go ahead!, she said.
Trevor Standing, Nisachill/freeze trading controller, said similar products such as WeightWatchers cakes were performing well. However, he warned that low fat cakes were a gamble for any established brand.
“Cake is perceived as a treat. In the pastry market, low fat products are making little impact, although generally healthier options do work in most categories.”
It has been a tough year for Mr Kipling, which experienced double-digit sales declines across many core products, including its Fruit Pies, Viennese Whirls, Country Slices, Mini Battenbergs and Cake Bars [ACNielsen 52 w/e October 1, 2005]. A packaging revamp and £5m TV campaign early last year failed to turn around its fortunes.
Stefan Chomka
The 40-year-old brand is this month launching Delightful, a four-strong range of products that are lower in fat and calories than its standard versions.
Three slices have been created - apple, lemon and chocolate - each containing less than 10% fat and fewer than 100 calories, alongside Cherry Bakewells, which contain 30% less fat than the standard product (all rsp:
£1.09).
Emma Chamberlain, head of marketing for Mr Kipling at RHM-owned Manor Bakeries, said the products were launched to fill a gap in the market for a healthy cake brand. They are not aimed at dieters, but at people who want to eat more healthily, and will compete with brands such as United Biscuits’ Go ahead!, she said.
Trevor Standing, Nisachill/freeze trading controller, said similar products such as WeightWatchers cakes were performing well. However, he warned that low fat cakes were a gamble for any established brand.
“Cake is perceived as a treat. In the pastry market, low fat products are making little impact, although generally healthier options do work in most categories.”
It has been a tough year for Mr Kipling, which experienced double-digit sales declines across many core products, including its Fruit Pies, Viennese Whirls, Country Slices, Mini Battenbergs and Cake Bars [ACNielsen 52 w/e October 1, 2005]. A packaging revamp and £5m TV campaign early last year failed to turn around its fortunes.
Stefan Chomka
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