Premier Foods plc has added to its Mr Kipling cake line in the UK with the launch of three variants.

In a bid to tap into the current consumer demand for “a traditional treat”, Premier has launched Mr Kipling Chocolate Mini Classics, Mr Kipling Strawberry Chequers and Mr Kipling Chocolate chequers.

Following the launch of its Victoria and Lemon Mini Classics launched earlier this year, the Chocolate Mini Classics comprises a range of four chocolate cakes filled with chocolate butter cream and covered with icing. The pack has an RRP of GBP1.59 (US$2.52).

Strawberry Chequers is a “light” strawberry and plain flavoured chequered sponge wrapped in strawberry flavoured paste and apricot jam. Similarly, Chocolate Chequers is “light” chocolate and plain flavoured chequered sponge with apricot jam wrapped in a chocolate flavoured paste.

Premier said it hoping to “extend the appeal” of the Mini Batts with the launch of the Chequers range, making them appeal to a wider, younger audience. Both have an RRP of GBP1.59 for a pack of five cakes.