Premier Foods to roll out Mr Kipling Dessert Classics

Premier Foods is expanding the Mr Kipling brand with new cakes inspired by favourite desserts.

Rolling out next month, Dessert Classics follows the launch of cakes inspired by classic sweets and ‘Great British Puds’ over recent years.

Dessert Classics, which comprises Banoffee slices in a snap-pack format and Mississippi Mud Pies (both rsp: £1.49), will be supported with social media, banner advertisements and store coupons.

From 10 December, Premier is rolling out 20 specially converted cake-dispensing posters, which at the touch of a button dispense a slice of Mr Kipling Christmas cake, while emitting a Christmas scent and playing a carol recorded by The Salvation Army.