UK: Premier adds 'Dessert Classics' to Mr Kipling line

By Michelle Russell | 10 December 2012

The ‘Dessert Classics range rolls out from early January

The ‘Dessert Classics' range rolls out from early January

Premier Foods plc has added to its Mr Kipling Inspirations cake line in the UK with the launch of a Dessert Classics range of themed cakes.

The range, inspired by popular desserts, comprises two variants: Banoffee slice and Mississippi Mud Pies. Premier said it is targeting the "teatime" sector with the launch, which it said is worth around GBP20.2m (US$32.4m) per year, according to figures from Kantar for the 52 weeks to the end of August 2012. The products will be launched next month.

This is the second launch for Premier's Mr Kipling range in recent months. In September, the firm rolled out Chocolate Mini Classics, Strawberry Chequers and Chocolate Chequers, which it was targeting at "a wider, younger audience".

Show the press release

DRIVING SALES WITH MR KIPLING'S CLASSIC DESSERTS

Premier Foods, the UK's largest food producer, is building on the huge success of its Mr Kipling Inspirations range this January, with the launch of a ‘Dessert Classics' range of themed cakes. The NPD will be supported with a targeted marketing campaign reaching core shoppers and designed to drive incremental sales for retailers.

Inspired by desert favourites, Banoffee slice and Mississippi Mud Pies are set to liven up the cake category and attract new shoppers through appealing chocolate variants. The Banoffee slices will be available in the new convenient and popular snap pack format which has generated £29.2m sales1 by tapping into consumer demand for convenience on-the-go.

Anthony Reynolds, Category Strategy Manager - Bakery at Premier Foods, says: "Our new ‘Dessert Classics' range targets teatime, the biggest sector within the cake category worth £20.2m2 and builds on the success of our inspirations range refresh programme which has delivered £17.6m3 of sales since its launch in August 2009. Our Great British Puds range alone delivered £5.7m sales4 and we are confident we can replicate this success. Retailers are encouraged to stock our new cakes, alongside our best-sellers to create excitement at the fixture and drive incremental sales."

The ‘Dessert Classics' range rolls out from early January and will be supported with bespoke packaging, social media and banner advertising, and store coupons to drive repeat performance. The MRSP for both Banoffee Slices and Mississippi Mud Pies is £1.49.

A Kipling Christmas Carol

In the run up to Christmas twenty cake dispensing posters will delight consumers across the nation with a slice of Mr Kipling Christmas Cake. The festive units will also emit a Christmas scent and play ‘A Kipling Carol' which has been especially recorded by The Salvation Army who will receive 1p from every slice dispensed. The campaign is being supported by actor and national treasure, Christopher Biggins.

Ends For more information, please contact Natasha Kumar or Chloe Jones at Cirkle on 01494 680727 or at firstname.surname@cirkle.com

Notes for editors: Premier Foods is the UK's largest food producer, which manufactures, sells and distributes a wide range of branded and retailer branded foods. Premier Foods supplies a broad range of customers including the major multiple retailers, wholesalers, foodservice providers and other food manufacturers. Premier Foods owns iconic British brands such as Hovis, Mr Kipling, Batchelor's, Bisto, Ambrosia, Sharwood's, Branston, Oxo, Hartley's and many more. The business employs around 13,000 people and operates from over 60 sites across the UK and Ireland.

 

Original source: Premier Foods plc

Sectors: Bakery, NPD & innovation

Companies: Premier Foods plc

View next/previous articles

Currently reading -

UK: Premier adds 'Dessert Classics' to Mr Kipling line

There are currently no comments on this article

Be the first to comment on this article

Related research

Canned Food in the United Kingdom

Canned Food in the United Kingdom industry profile provides top-line qualitative and quantitative summary information including: market share, market size (value and volume 2007-11, and forecast to 2016). The profile also contains descriptions of the...

Related articles

UK: Premier rolls out Oxo seasoning shakers

Uk food group Premier Foods has added a line of seasoning shakers to its range of products under culinary brand Oxo.

Best bits: Ella's Kitchen is Hain's most promising UK buy

US manufacturer Hain Celestial has struck again across the pond. And its latest acquisition in the UK seems to be the one with most potential, writes Dean Best.

UPDATE: UK: Hain plans to grow Ella's Kitchen internationally

US natural food group Hain Celestial has indicated it plans to expand distribution of Ella's Kitchen products into new markets such as continental Europe.

Welcome to the home of food information, insight & intelligence

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page