Premier Foods has unveiled the latest addition to its limited-edition Mr Kipling cakes.
The three-strong Pug lineup comprises Whirls, Mini Batts and Slices (rsp: £1) – all of which are available from today (12 August) in Tesco. They will roll into other retailers at the end of the month.
Each contains chocolate or almond as its primary flavour, with colours meant to complement the traditional markings of the pug dog – a breed that had “become an internet favourite in recent years” according to Premier.
With packaging featuring a cartoon pug and paw prints, the new trio follows other limited-edition Mr Kipling lines based on popular creatures, including Unicorn Slices, which have become a permanent addition; Flamingo Slices; and Dragon Slices, which arrived in January and achieved retail sales of more than £300k in 18 weeks.
Most recently, Mr Kipling announced the return in June of its Roald Dahl-themed range – with new variants joining popular lines from 2018.
The Pug range featured “one of the UK’s most popular, eye-catching breeds of dog” said Premier brand director for sweet treats Mathew Bird.
“Since returning to the UK’s TV screens last year, and undergoing a new pack design, the brand has performed really well, and we understand the importance of continuing this momentum. Innovation is crucial to keep existing customers excited, and to attract new shoppers, particularly from well-known and trusted brands.”
It comes with Mr Kipling’s value in grocery up 3.3% to £157.8m [Nielsen 52 w/e 29 December 2018].
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