Premier Foods has unveiled Mr Kipling’s first reduced-sugar option: a three-strong lineup of fruity cake slices.
Rolling out this week in Smashing Strawberry, Rockin’ Raspberry and Awesome Apple (rsp: £1.75/6x21g), the new cakes are made with real fruit, no artificial sweeteners, and only natural colours and flavours. The trio contains no more than 24.7g of sugar per 100g – 36% less than Mr Kipling Angel Slices – and an average of 438kcals per 100g.
The NPD had been given “brightly coloured and illustrated packaging to help differentiate them from the core range” said Premier, which hoped to appeal to families looking for lower-sugar alternatives to standard treats.
The range had been “designed to fill a gap in the cake segment”, added the supplier’s marketing director, Helen Warren-Piper. “As shopper demands change, it’s important we evolve our brand accordingly.”
The launch, which will be supported by digital and shopper activations, comes with the Mr Kipling cake portfolio down 2% in value sales on volumes down 5.6% [Nielsen 52 w/e 9 September 2017] as the brand faces stiffening competition in the cake category.
In October, it made its New Zealand debut after Premier secured a deal with Kiwi distributor and supermarket operator Progressive Enterprises for lines including Cherry Bakewells and Mini Rolls. Last April saw Mr Kipling make a move into the free-from aisle for the first time with wheat and gluten-free cakes and tarts.
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