Premier Foods plc has entered the ambient desserts category in the UK with the launch of microwavable puddings under its Mr Kipling brand.

The Mr Kipling sponge puddings use “100% natural flavours, no artificial colours, are baked with free range eggs and contain no hydrogenated fats,” the UK’s largest food manufacturer said.

The microwavable puddings, each topped with a sauce, are available in five flavours including sticky toffee, golden syrup and raspberry.

Tim Olley, category controller for desserts at Premier, said: “With one in ten consumers buying both ambient sponge puddings and Mr Kipling cakes, the launch of these new puddings ensures this classic brand remains relevant for today’s consumer. We have high hopes for our pudding range with independent consumer testing showing it exceeded benchmarks on product quality and testing,” he adds.

The Mr Kipling Puddings come in a twin pack priced at GBP1.69 (US$2.78) and will be available from the end of the month.