Premier Foods plc is launching a range of cakes under its Mr Kipling brand inspired by the traditional British sweet shop.

Fruit Salad Mini Batts and a Pineapple Slice are available now and are on sale for GBP1.49 (US$2.30) as part of the Inspirations range.

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The company also announced the entire Mr Kipling portfolio has been given a “fresh new look”.

Erika Reid, category strategy manager for bakery at Premier Foods, said: “We are making significant investment in the Mr Kipling brand in 2012 and to kick it off it is being invigorated with a new look, NPD and supported with a TV campaign.

“Teatime is the biggest sector within the consumer defined cake category and we are hoping with this Mr Kipling will be able to capitalise on a sector worth GBP426m.”

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