Premier Foods brings festive extravaganza to its cake ranges

  • Premier Foods has launched new festive additions to its Mr Kipling and Cadbury Cakes ranges to help retailers capitalise on the significant opportunity Christmas presents
  • New additions for Mr Kipling include a new selection pack of Mini Mince Pies, as well as extensions to the popular seasonal slices and fancies ranges
  • The Cadbury Cakes range has also undergone a packaging refresh bringing it in line with the confectionary range 

Premier Foods is extending its festive cake range with delicious seasonal additions from its Mr Kipling and Cadbury brands. The new products will be joining the line-up of much-loved SKUs to help retailers capitalise throughout the Christmas period. The variety of flavours and formats make it the ideal selection for friends and family of all ages.

Mr Kipling will be launching a Mini Mince Pie Selection pack to add more variety to the line-up. The pack features nine mini mince pies, containing three each of; Mr Kipling Deep Filled Mince Pies, Iced Topped Mince Pies and, a new addition especially for the selection pack, Frangipane Mince Pies. The Mini Mince Pie Selection presents the perfect option for sharing at parties, sitting alongside the 12-pack variety box from Mr Kipling and the traditional products, which are perfectly suited as afternoon snacks and to serve on the big day itself.

Following the success of the Stem Ginger Slices and Candy Cane Slices in 2018, Mr Kipling is bringing both products back with the addition of Mince Pie Flavour Slices and Reindeer Slices. The Mr Kipling Mince Pie Flavour Slices transform the delicious tastes of the classic mince pie, a Christmas favourite, into an easy-to-eat slice format while the Reindeer Slices provide a delicious combination of chocolate & caramel flavours.

In addition to the new Slices SKUs, Mr Kipling is launching two new small cakes that deliver strong festive flavours, Chocolate Orange Whirls and Irish Crème Fancies. Chocolate Orange Whirls bring a festive favourite into a new format, whilst Irish Crème Fancies look to drive penetration amongst new shoppers, and give adults the perfect Christmas treat.

Cadbury is introducing two new Mini Roll flavours – Caramel and Orange – with seasonal packaging to drive excitement over Christmas. Having been the most popular flavours during testing, the products are set to drive penetration and bring incremental growth to the category. Premier Foods is also launching festive Cadbury Caramel Cakes, capitalising on the popularity of Cadbury Caramel – which is worth £60m RSV – using a popular format and helping to increase retailers’ sales at Christmas further.

Chocolate is a leading flavour over the Christmas period, and the new Cadbury cake products sit alongside returning favourites to cater to a wide range of occasions and needs. The returning range has undergone a packaging refresh in line with the confectionary redesign to maximise the brand standout in store.

Steve Kelly, Channel Director, Convenience and Wholesale, at Premier Foods, comments, “We’ve used staple favourites in the Mr Kipling and Cadbury cake range and given them a festive makeover from both a packaging and taste point of view. Retailers will have the opportunity to offer their shoppers a Christmas cake for everyone, whether it is a sharing format to have with friends and family, or an Irish Crème Fancy, the perfect adult treat. As trusted and well-known brands in the cake aisle, we’re confident the new and returning products will be a success this season.”

Both the Mr Kipling and Cadbury ranges are in store now. The Mr Kipling products will be supported by a reprise of its TV advert, which will profile the Deep Filled Mince Pies in the closing shot. Meanwhile the product packaging will feature more gold hues to enhance the Christmas feel on-pack and give the range more consistency in store.