Premier Foods delivers on taste with trio of cake launches
Premier Foods is expanding its cake offering with the launch of Mr Kipling Deliciously Good Cherry Bakewells, Mr Kipling Strawberries & Cream Chequered cake and Plantastic Indulgent Double Chocolate Brownies. These launches are set to appeal to a wide range of customers – depending on the occasion and whether people are looking for healthier alternatives, plant-based, or indulgent sweet treats.
The first of its trio of new launches is the Mr Kipling Deliciously Good Cherry Bakewells. With healthier cake performing well and now worth £96 million[1] per year, Mr Kipling is expanding its ground-breaking Deliciously Good range as consumer demand for tasty, better-for-you cakes continues to grow. One of Mr Kipling’s best-loved recipes is Cherry Bakewells, and they are already purchased by one in five households. The brand has now created a healthier version, with 30% less sugar that doesn’t compromise on taste.
Naomi Shooman, global marketing director for sweet treats at Premier Foods, says: “By tapping into consumer trends such as great tasting better-for-you products, there is a real opportunity for retailers within healthier sweet treats. Mr Kipling Deliciously Good Cherry Bakewells is a key extension to the range, as it aims to attract both new and current shoppers who are looking for healthier alternatives that deliver on taste and quality by a brand they love and trust.”
Mr Kipling is also expanding its core range with the launch of a Battenberg-style Strawberries & Cream Chequered cake which is set to appeal to shoppers by taking a popular flavour combination and launching it in a loaf cake format. With moist cream flavour sponge squares, along with smooth fruity strawberry jam encased in a strawberry flavour paste, this new addition excludes marzipan – which, from our consumer insight, can be a barrier to purchase.
Meanwhile, Premier Foods is increasing its plant-based offering with the launch of Plantastic Indulgent Double Chocolate Brownies, bringing together the growing plant-based trend and popularity of brownies. They are the perfect indulgent treat – crafted with cocoa, studded with dark chocolate chips, and topped with velvety chocolate. The latest sweet launch from Plantastic is available in on-the-go single slices and at-home multipack formats, catering for both evening and on-the-go indulgent treats.
Katherine Cook, Plantastic brand director at Premier Foods, commented: “The plant-based sweet treats category is perceived to lack in indulgent options and Plantastic is addressing this with new Indulgent Double Chocolate Brownies – a plant-based option that doesn’t compromise on taste.
“Plant-based flapjacks and brownies are both popular with younger cohorts, making the Plantastic propositions the perfect sweet treat to appeal to these consciously minded consumers, who don’t want to compromise on taste.”
Mr Kipling Deliciously Good Cherry Bakewells, Mr Kipling Strawberries & Cream Chequered cake and Plantastic Indulgent Double Chocolate Brownies are available and rolling out across the Grocery channel from this month.
[1] Circana All Outlets GB | Healthy Cakes (incl reduced sugar/fat/vegan/free from) | 52 w/e 2nd Sep 2023 | Value Sales