In order to capitalise on increased sales of “treat” foods in the Halloween season, Premier foods will launch limited edition Mr Kipling Fiendish Fancies.
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The variation of the traditional French Fancy has orange and black icing and “spooky” packaging. The cakes will be available in packages of 12 from October.
“Whether customers plan to share them with family or friends or hand them out to Trick or Treaters, the Fiendish Fancies are bound to be a hit,” Dan Ince, head of marketing for Mr Kipling, predicted.
Premier has been trying to drive flagging sales of Mr Kipling by investing in the brand’s core range and introducing new products. In the last six months, the company has introduced Mr Kipling Cake Bites and the Big French Fancy celebration cakes, repackaged its core offering and invested heavily in television advertising.
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