Premier Foods plc, the UK food group. is to launch two more Mr Kipling products in its domestic market.
The company is rolling out Exceedingly Good cakes made with oats in a bid to target consumers looking for healthier options.
Premier also plans to launch cup cakes under the Mr Kipling brand later in the year.
The oat-based slices go on sale this month with two lines – cranberry and orange, plus dark chocolate and coconut. The cakes are sold in packs of four, with an recommended selling price of GBP1.49 (US$2.13). It emphasised the cakes contain “less than 140 calories a slice”.
Holly Bristow, innovation controller for Mr Kipling at Premier, said: “We believe there is real potential for better-for-you cake, as this will attract new consumers and open up new consumption occasions.”
A spokesperson for Premier said the cup cakes were “launching a little later this year”.
Last week, Premier reported its sales for the third quarter to 2 January. It did not disclose specific figures for Mr Kipling but said the brand had seen sales and its share of the UK cake market increase in the third quarter.