Premier Foods plc has added to its Mr Kipling Inspirations cake line in the UK with the launch of a Dessert Classics range of themed cakes.
The range, inspired by popular desserts, comprises two variants: Banoffee slice and Mississippi Mud Pies. Premier said it is targeting the “teatime” sector with the launch, which it said is worth around GBP20.2m (US$32.4m) per year, according to figures from Kantar for the 52 weeks to the end of August 2012. The products will be launched next month.
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This is the second launch for Premier’s Mr Kipling range in recent months. In September, the firm rolled out Chocolate Mini Classics, Strawberry Chequers and Chocolate Chequers, which it was targeting at “a wider, younger audience”.
