Premier Foods to treat shoppers with seasonal launches

  • Premier Foods has launched new festive additions to its Cadbury Cakes and Mr Kipling ranges to help retailers capitalise on the significant opportunity Christmas presents
  • The new seasonal editions join the range’s festive favourites, giving shoppers more choice in the cake aisle over the Christmas period
  • The Mr Kipling seasonal range has also undergone a packaging refresh, with its best-selling Mince Pies now featuring a window on-pack

Premier Foods is extending its Mr Kipling and Cadbury Cakes ranges ahead of the festive season, with an array of new products joining classic favourites and best sellers. Designed to help retailers capitalise on the significant opportunity at Christmas, the range includes seasonal products that aim to appeal to shoppers at a time when they’re looking to treat themselves, family and friends.

For Cadbury Cakes, two new seasonal editions will be available, including a festive twist on Cadbury’s traditional chocolate Gateau. The new ‘Reindeer Cake’ is a chocolate sponge with caramel-flavoured crème, enrobed in smooth Cadbury chocolate and topped with a white chocolate Rudolph plaque. The festive Gateau joins a 12-cake selection box, which is perfect for sharing, and includes Mini Rolls, Festive Cake Bars, Festive Flake Cakes, Mini Yule Logs, Caramel Cakes and Roses Strawberry Dream Cake Bars.

The Mr Kipling range also sees two new products join its line-up, with Stem Ginger Slices and Candy Cane Slices offering something for all the family in snack-pack format. Containing real stem ginger pieces, ginger sauce and chocolate fondant, the Stem Ginger Slices aim to appeal to adults looking to treat themselves over the festive period; while the Candy Cane slices have subtle raspberry and vanilla flavours, to make  the fun and exciting product a real family favourite.

In addition to this, the Mr Kipling festive range has undergone a packaging refresh in line with the refreshed brand presence, which included the return of the original logo, from earlier this year. The festive range will feature a host of recognisable festive icons, such as Christmas trees, snow and reindeer, to help the range stand out on the shelf and encourage shoppers to purchase throughout the season.

Jess Ali, Marketing Controller at Premier Foods, comments: “It is important that we are always looking to innovate, which allows us to continually support retailers by offering our festive favourites alongside products that suit current and developing shopper trends. Our packaging re-design across the Mr Kipling festive range makes it easier for shoppers to identify the range in-store, while our Mince Pies have seen the inclusion of a window on-pack so shoppers can see exactly what they’re buying. It wouldn’t be Christmas without Mr Kipling Mince Pies and we want shoppers to get excited when they see the festive treat on shelves.”

Mince Pies grew +£2.3m YoY in 2017, and make up 35% of total Christmas ambient packaged cake sales[1]; Premier Foods will again capitalise on that popularity with updates for this year. Introducing a new snowflake lid design, Mr Kipling Deep Filled Mince Pies are Taste Approved by The Good Housekeeping Institute, while the Iced Topped Mince Pies have also been updated for 2018, with a new gold and silver topping adding an extra festive touch.

Premier Foods’ popular Mr Kipling and Cadbury Cakes Christmas ranges are available now, Premier Foods recommends retailers use secondary siting to help drive sales.