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.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

Related Company Profiles

View all

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."

See Also:

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.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

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.