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Premier Foods has expanded its sweet treats portfolio with the launch of five new products under its Mr Kipling brand, introducing new flavours and formats across its Slices, Tarts, and Whirls ranges.
The new launches are designed to drive incremental sales for retailers by attracting younger demographics to the packaged cake category through contemporary, trend-led flavour profiles.
Naomi Shooman, Global Marketing Director for Sweet Treats at Premier Foods, said:
“These launches reflect our ambition to grow the appeal of the Mr Kipling brand, particularly among younger shoppers, through modern flavours and new formats. By adding a variety of on-trend flavours to our popular Whirls range, giving shoppers new ways to enjoy the Birthday Cake flavour and introducing coffee-inspired Tarts, we’re bringing fresh energy to the packaged cakes aisle that we’re confident will increase penetration with a younger demographic and drive sales for retailers.”
Portfolio Expansion
The product rollout comes amid strong performance data for the brand's key lines. The Mr Kipling Whirls range is currently experiencing double-digit growth, with value sales up 14.4% year-on-year.
Additionally, the brand's existing Birthday Cake Tart has become a major category performer. Currently valued at £4.2 million, it stands as the second-largest product in the tart segment. By adapting these successful flavour profiles into new formats, Premier Foods aims to increase penetration and secure a wider share of daytime sweet treat occasions.
Whirls Flavour Expansion and Pack Formats
To maintain momentum in the fast-growing Whirls segment, Mr Kipling is introducing three new variants. These products are designed to blend nostalgic biscuit profiles with modern flavour combinations:
🍪 Cookies & Cream: Featuring a contemporary, chocolate-biscuit-inspired flavour profile.
🥛 Custard Cream: Recreating a traditional, nostalgic sweet treat experience.
🍋 Lemon & Raspberry: Delivering a sharp, dual-flavoured fruit profile.
Rolling out to retailers, the new variants will be sold in a smaller four-pack format. To complement this shift, Mr Kipling's existing Caramelised Biscuit Whirls will also transition into the four-pack format.
The shift to a smaller pack size is intended to make the range more accessible to smaller households, unlocking additional transaction opportunities in convenience and grocery retail.
Birthday Cake Slices and Latte Tarts
Alongside the Whirls expansion, Premier Foods is introducing new options to its Slices and Tarts selections:
Birthday Cake Slices: Arriving on supermarket shelves, this product transitions the popular birthday cake flavour into the brand’s classic slice format. The product comprises a soft, vanilla-flavoured sponge with a jam layer, topped with sweet fondant icing and decorative sprinkles.
Latte Tarts: This product introduces a coffee-inspired profile to the Mr Kipling Tarts range. The tarts combine coffee-flavoured icing, sponge, and sauce to create a balanced sweetness designed to broaden the appeal of the tarts segment.
Retail
According to Premier Foods, the simultaneous launch of these five products represents a concerted effort to modernise the packaged cake aisle.
By targeting younger shoppers with updated flavour options and introducing flexible packaging sizes for smaller households, the brand aims to help retailers drive volume and frequency during daytime snacking occasions.
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