Mr Kipling launches new lunchbox slices
The UK’s number one cake brand[1], Mr Kipling, is launching brand new Lunchbox Slices in Raspberry, Banana and Chocolate Orange flavours. Rolling out onto shelves from the 20th of March, the non-HFSS slices are convenient and designed to fit perfectly in lunchboxes. Carried out cake occasions are in growth +3% compared to last year, with packed lunches accounting for 63% of these moments and growing +14% year on year[2]. So, Mr Kipling has identified an opportunity to drive further growth by targeting more lunchbox occasions with this tasty new lunchtime snack.
Health is becoming more of a priority for consumers[3], but it’s important to ensure that there’s no compromise on taste, given that it is also still a key driver for consumers, so there is a real opportunity for a permissible treat option to take the market by storm. Mr Kipling’s Lunchbox Slices have a light and fluffy sponge made with real fruit, with a tasty drizzle of icing across the top – resulting in a delicious fruity flavour. Each slice is a source of fibre and contains less than 100 calories, making it a tasty and wholesome snack.
[1] Circana All Outlets UK, Cake (category defined by Premier Foods)), Value & Unit Sales for 52 w/e 1st February 2025
[2] Kantar Usage Panel, Carried out occasions (millions), ambient packaged cake, 52 w/e 29th December 2024
[3] Kantar, Usage Panel, Total Food/Drink, % Servings chosen for health reasons, 52 w/e 29 December 2024 vs December 2023
