Premier range to get new packaging

Premier range to get new packaging

Premier Foods plc is hoping to "reinforce the craftmanship" it claims is behind its cake brand with Mr Kipling with the addition of new products to its range.

The company is launching three lines this month, which will also carry a new packaging design.

It is rolling out Mr Kipling Fabulous Fancy, a jumbo-sized version of its pink French Fancy. It is expanding its range of small cakes aimed at tea time with Mr Kipling Delectable Whirls, a shortcake whirl, half enrobed in chocolate and filled with flavoured buttercream. The third addition is Mr Kipling Sharing Cakes to target the whole cake segment.

The giant Fancy will have an MRSP of GBP4.99 (US$7.63). The Whirls have a recommended price of GBP1.69 and the new Sharing Cakes a price of GBP2.39.

Kemish added: "The packaging will make the journey down the cake aisle a more fun and uplifting experience for all and will form the start of a wider packaging re-vamp taking place across the entire Mr Kipling portfolio in January 2016."

In July, Premier gave a trading update for the first 13 weeks of its new financial year, a period that ran until 4 July. It said it had gained market share in the UK cake category, without providing detailed figures.

The performance followed an increase in volumes, sales and market share for Mr Kipling in the quarter to quarter to 5 April.

In a recent investor presentation, Premier revealed Mr Kipling sales were up 6% in the 26 weeks to 27 June. Volumes increased 13%.

Premier is the largest ambient cake producer in the UK, also selling products under its Lyons brand and under the Cadbury through a licencing agreement.

Show the press release

MR KIPLING TO UNVEIL A RAFT OF NEW DELICIOUS PRODUCTS

Premier Foods’ iconic cake brand, Mr Kipling, will be unveiling three new delicious products this September. Mr Kipling Fabulous Fancy, Mr Kipling Delectable Whirls and Mr Kipling Sharing Cakes are set to drive incremental sales into the cake category that has seen sales return to growth recently.
Helen Kemish, Marketing Controller for Mr Kipling, comments: “We are entering an exciting new era with Mr Kipling, reigniting the love shoppers have for cake and the brand. Cake moments are always enjoyable, whether celebrations, seasonal occasions or simply just snacking, and even better when shared. At present the total cake market is seeing encouraging growth (+2%) and we aim to accelerate it with the inclusion of innovative, indulgent fun new cake ranges from the most trusted and well-loved cake brand in the UK. Having performed exceptionally well during consumer testing, the new products will reinforce the craftsmanship and quality that is associated with Mr Kipling.

The three new Mr Kipling products will comprise the following:

Mr Kipling Fabulous Fancy
A jumbo sized version of the iconic pink French Fancy will be arriving on shelves from September, attracting younger millennial shoppers into the category. Containing a jam and vanilla flavoured filling, the fun and instantly recongnisable cake will be perfect as a sharing cake for any occasion. Supported

by outdoor and digital activity, the Mr Kipling Fabulous Fancy will have an MSRP of £4.99.

Mr Kipling Delectable Whirls
Mr Kipling will offer a delectable indulgent treat to shoppers with a shortcake whirl, half enrobed in chocolate and filled with flavoured buttercream. Available in two flavours, Rich Chocolate and Salted Caramel the product is perfect for treating. Mr Kipling currently performs exceptionally well within the Teatime small cake category with sales worth £112m and growing the category +5.5%1. Supported by digital and in-store activity, Mr Kipling Delectable Whirls will have a MSRP of £1.69.

Mr Kipling Sharing Cakes

The launch of a quality everday cake to the range will target more frequent sharing occasions. The new Mr Kipling Sharing Cakes range, a perfect treat for teatime, will include Victoria Sponge, Lemon Sponge, Chocolate Cake, Coffee Cake and Raspberry and White Chocolate Flavour Cake. Whole cake is currently outperforming the market, growing +8.3% yoy1 and worth £70m of the total cake market1. Mr Kipling Sharing Cakes will have a MSRP of £2.39.
New range – new packaging
The three additions to the Mr Kipling range will all include new, eye-catching packaging. Kemish concludes: “The packaging will make the journey down the cake aisle a more fun and uplifting experience for all and will form the start of a wider packaging re-vamp taking place across the entire Mr Kipling portfolio in January 2016.”
- Ends –
For more information, please contact Natasha Sharma or Charlotte Sylvester at Cirkle on 01494 731750 or at firstname.surname@cirkle.com

Note to editors:
As one of Britain's largest food producers, Premier Foods is committed to delivering the taste the British love, with food that's made in Britain by people who understand British consumers. We supply a range of retail, wholesale, foodservice and other customers with some of Britain's best loved brands, including Ambrosia, Batchelors, Bisto, Loyd Grossman, Mr. Kipling, Oxo and Sharwood’s. The company employs around 4,000 people operating from 13 sites from across the country.

Original source: Premier Foods