Premier Foods is partnering with Universal Studios to launch an on-pack promotion to bring joy to shoppers and celebrate Despicable Me 4’s blockbuster release this summer. Running across 24 products in the Mr Kipling, Ambrosia and Angel Delight ranges, the unmissable competition will give consumers the chance to win a mega selection of over 250 prizes – with two family holidays to America up for grabs, cinema tickets and Despicable Me 4 themed merchandise.

Ensuring the promotion is front and centre in store and stands out down the cake aisle, Mr Kipling, the UK’s number one cake brand[1], is launching its Minion-inspired limited-edition Banana Slices to attract family shoppers as part of the campaign. As well as amplifying the incredible giveaway with a brand-new innovation, the novelty limited-edition flavour is also set to generate incremental sales.

Made from a soft banana flavour sponge and decorated with banana flavour fondant icing, the new Banana Slices will help to bring a delicious, not despicable, addition to the category for existing fans and those lighter buyers during a season where cakes can drop off shopping lists. In fact, the cakes and desserts categories are all about enjoyment, with 94% of consumers buying cake for enjoyment[2], and with Minions synonymous with joy, it is the perfect partnership to drive frequency. 

Naomi Shooman, Global Marketing Director for sweet treats at Premier Foods, commented: “Minions are going to be the cinema stars of this summer and we’re delighted to be bringing them into stores too. Our limited-edition Banana Slices are the perfect accompaniment for family adventures, and the on-pack promotion will create new opportunities and boost excitement for our retail partners. Appearing across Mr Kipling, Ambrosia and Angel Delight products, this year’s promotion is set to be bigger and better than ever and help unlock additional sales.”

The limited-edition Mr Kipling Banana Slices are available across the grocery, wholesale and convenience channel from the beginning of June until the end of September, in selected stores and subject to availability. The main Despicable Me 4 on-pack promotion across Mr Kipling, Ambrosia and Angel Delight products will run from 3rd June to 23rd September. Despicable Me 4 is in cinemas from July and the entire campaign will be supported by strong in-store customer marketing and POS to create theatre and drive excitement.

[1] Circana All Outlets UK, Cake (client defined), Unit Sales for 52 w/e 13th April 2024

[2] Kantar World Panel Usage, Total Market, Total Ambient Packaged Cake, 52 w/e 14 April 2024

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