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.
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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.
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By GlobalDataThe 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.
