Premier Foods, the UK food group, has shaken up flagship cake brand Mr Kipling with new packaging, a TV push, and the launch of a bite-size range.

The company has introduced Mr Kipling Cake Bites, a move it described as the "most significant NPD" for the brand in the last decade.

Mr Kipling senior brand manager Rachel Pirt said the launch would help continue the brand's growth. "Cake is no longer about just about sitting down with a cup of tea, consumers are now enjoying more informal occasions," she said.

Mr Kipling will also return to UK television screens next month as Premier ploughs GBP4.4m (US$8.6m) behind a media campaign for the brand.

Pirt told just-food that Premier is aware of growing anxiety about the level of fats and sugar in diets and said the company is catering to those concerns.

"Our Mr Kipling Delightful range of cakes provides a lower fat option compared to our standard Mr Kipling range, and has been developed to offer choice to our consumers," Pirt said. "It is important to recognise that consumers view cake as a treat to be enjoyed as part of a balanced diet, however."

Pirt added that the Cake Bites range would bring an "innovative new dimension" to the UK cake category.

"This is first piece of total NPD from Mr Kipling over the last 10 years, all other activity has been range extensions," Pirt said. "Cake Bites are a new brand and will add an innovative new dimension to the cake market."