Mr Kipling adds new loaf cakes
Mr Kipling, the UK’s number-one cake brand[1], is launching a two-strong range of delicious Loaf Cakes to offer shoppers more choice within the category. Available in two flavours – Chocolate & Fudge and Sticky Toffee – the range offers consumers a duo of deliciously soft and moist sponge cakes, complete with moreish toppings.
With the majority of loaf cakes (84%) currently in the market being more traditional flavours[2], such as ginger, lemon or Madeira, the latest launches from Mr Kipling offer shoppers more choice and tap into the demand for more exciting flavours. In fact, value sales for more ‘treat’ flavours such as chocolate, caramel and toffee are up 2.5% in the latest year[3]. In consumer testing (313 respondents) conducted by Premier Foods, Chocolate & Fudge and Sticky Toffee were both ranked as the most appealing flavours[4].
Naomi Shooman, Global Marketing Director for Sweet Treats at Premier Foods, said: “Research tells us that ‘treat and reward’ is one of the most important drivers for shoppers when purchasing larger cakes, representing 157 million purchase occasions last year (up +2% YoY)[5]. However, the loaf cakes segment has underperformed against the total cakes category, possibly due to a current lack of choice on shelf. Our latest innovation from Mr Kipling will be rocketing onto shelves across the UK at the perfect time. This is one of the biggest opportunities within the cake category and will help our retail partners to drive value, by offering shoppers in-demand flavours.”
[1] Circana All Outlets UK, Cake (Category defined by Premier Foods), Value, Unit & Volume Sales for 52 w/e 3rd August 2024
[2] Circana All Outlets GB, All Year Round Loaf Cakes (Category defined by Premier Foods), All Flavours excl. Chocolate/Toffee/Caramel/Butterscotch, Value sales for 52 w/e 3rd August 2024
[3] Circana All Outlets GB, All Year Round Loaf Cakes (Category defined by Premier Foods), Chocolate/Toffee/Caramel/Butterscotch Flavours, Value sales for 52 w/e 3rd August 2024
[4] Toluna Flavour Study, Sept’23, 313 respondents
[5] Kantar Usage | Total AYR Large Cakes | Servings (Millions) | 52w/e 21st Jan 2024