UK: Premier adds Chequers, Classics to Mr Kipling line

A MODERN TWIST ON TRADITIONAL CLASSICS
Mr. Kipling NPD presents an exceedingly good sales opportunity

Premier Foods, the UK's no.1 food producer, is set to deliver growth in a key segment of the £920m cake category1. Teatime is a core cake occasion, accounting for 46% of the Ambient Packaged Cake category2, and the latest launches from Mr. Kipling are designed to tap into the current consumer demand for a traditional treat.

Building on the success of Victoria and Lemon Mini Classics launched earlier this year, a box of four Chocolate Mini Classics launches in August. Mr Kipling Chocolate Mini Classics is a range of chocolate cakes filled with a delicious chocolate butter cream and dusted with an icing snow.

Michelle Wilde, Brand Director of Cake Premier Foods, comments, "As market leader in the cake category, Premier Foods is committed to keeping the Mr. Kipling range relevant for the evolving needs of today's consumers. By adding a modern twist to traditional favourites we are catering for a new audience who find cake products which blur the boundaries with other categories like confectionery very appealing and ultimately driving sales for retailers."

Chocolate is the most popular cake flavour, generating £265m of sales for the category last year3. By combining the nation's favourite cake flavour with the already popular mini classics range, worth £1.5m4, Mr. Kipling is set to bake up a tasty sales opportunity for retailers.

Varying the flavours of traditional cake formats is also key to attracting new consumers to the category. Mr. Kipling has already experienced success in applying this consumer insight to its Bakewells range. The Trifle variant has grown the Mr. Kipling Bakewells range by 34% in just two years5. This growth is set to be repeated with the launch of Strawberry Chequers and Chocolate Chequers.

Strawberry Chequers consists of light strawberry and plain flavoured chequered sponge wrapped in a smooth strawberry flavoured paste and apricot jam, while the Chocolate Chequers is light chocolate and plain flavoured chequered sponge with apricot jam wrapped in a smooth chocolate flavoured paste. Launching in the two most popular cake flavours, the Chequer cakes are designed to extend the appeal of the much loved and unique format of Mini Batts (worth £5.8m RSV6) but without marzipan making them more appealing to a wider, younger audience.

The Chequers are designed for lunchbox or snacking occasions. Consumers are looking for products that meet the key snacking rules - small hand-held portions that are suitable to be eaten out of home and without a lot of mess. These products are designed to make consumers think differently about the brand by offering a twist on the traditional classic, but in a more modern format and flavour.

Mr. Kipling Chocolate Mini Classics (pack of four cakes) are available from August in cases of eight with an MRRP of £1.59. Mr. Kipling Strawberry Chequers and Mr. Kipling Chocolate chequers (both packs of five) are available from September in cases of 12 with an MRRP of £1.59.

Original source: Premier Foods