• Premier Foods is introducing brand new Mr Kipling and Cadbury Cakes Easter themed products to the wholesale and convenience channel
  • Mr Kipling will see new Lemonade and Elderflower Slices, and Triple Chocolate Slices, join its tempting line-up, while new Cadbury Cakes include Crème Egg cupcakes
  • Mr Kipling and Cadbury Cakes are worth £3m and £7.7m respectively during the Easter period – presenting retailers with an opportunity to drive tasty sales

Premier Foods is hopping into Easter with a host of seasonal launches from its popular cake brands, giving shoppers more choice and helping retailers to drive sales. The Mr Kipling and Cadbury Cakes ranges will both see brand new launches for Easter 2019, after the two brands experienced success over the season last year with impressive sales growth of +23% and +7% respectively[1].

Available throughout spring this year, the new Mr Kipling Lemonade and Elderflower Slices help retailers to offer shoppers more choice through a well-known, trusted brand, as the flavour combination aims to attract new shoppers to the market who want to try something different. With a more traditional appeal, the new Triple Chocolate Slices perfectly match consumer demand at Easter, when chocolate is the leading flavour of sweet treats.

Cadbury Cakes will also be tempting chocolate lovers and is adding a novel twist to a family favourite this Easter. Twin packs of Crème Egg cupcakes bring the iconic chocolate treat into a cake for the first time. The cupcakes have a distinctive chocolate and icing top, with the popular Crème Egg fondant hidden inside. They join the latest addition to Premier Foods’ popular range of Mini Egg cakes, with the new Mini Egg cupcakes completing a 12-pack party platter that combines both of the new products. Both formats come in eye-catching packaging to display the cakes inside and tempt shoppers on the lookout for Easter themed products.

Steve Kelly, Convenience Channel Director at Premier Foods, comments: “We know Easter is a great occasion to be sharing treats with family and friends, and this year is no different. Our new product launches sit alongside our existing family favourites, and will help retailers to bolster their sales around this key seasonal occasion.”

The new products join the returning Easter favourites from Premier Foods, with Mr Kipling Lemon Fancies and Chocolate Whirls, as well as Cadbury Mini Nest Cakes and Mini Egg Gateau among the bestsellers that are available throughout spring 2019.

[1] IRI – 12 w/e 22 Apr 17 vs w/e 7 Apr 18.

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