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".

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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

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

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