Premier Foods is ringing in the festive season and supporting its retail customers with the return of its popular Christmas cakes range. With Cadbury festive cakes alone delivering an exceptional £4.6m last year[1], the full line-up with Mr Kipling favourites is set to help retailers meet demand for seasonal treats from trusted brands that shoppers know and love. Available now, the range features classics such as Mr Kipling Mince Pies, Frosty Fancies, Cadbury Mini Yule Logs and Reindeer Cakes, offering something for both new and existing cake buyers this Christmas.

After a challenging year for many and a question mark hanging over what Christmas will look like this year, it is anticipated that households will continue to enjoy more time at home together – with small gatherings taking precedence over larger parties of the past. This opens an opportunity for seasonal, special-edition ranges as shoppers will be on the lookout for festive products to treat their loved ones.

Mathew Bird, brand director for sweet treats at Premier Foods, comments: “Our aim is to support retailers at this time with an established seasonal range from two of the nation’s best loved cake brands. Cadbury is the second biggest brand within packaged cake at Christmas[2] and is ideally placed to help retailers drive value into the category, while Mr Kipling continues to deliver exceedingly good results. The brand’s Frosty Fancies proved a huge hit with shoppers last year, growing +39%[3]; and our Mr Kipling novelty slices alone delivered over £400k in 2019[4].

“Whilst the impact of Covid-19 will bring many new dynamics in terms of behaviours and sales to the festive season, we predict that people will continue to look for brands they trust to help celebrate with family – as many shoppers have done throughout lockdown. Our popular Christmas range from Cadbury Cakes and Mr Kipling is bound to help new and loyal customers get into the festive spirit.”

The Mr Kipling and Cadbury Cakes Christmas range is available now within the convenience channel.

[1] IRI Grocery Outlets, 52 we 9th May 2020, total Christmas Cake

[2] IRI Grocery Outlets, 52 we 9th May 2020, total Christmas Cake

[3] IRI 20w/e 28th Dec 2019

[4] IRI 20w/e 28th Dec 2019 & Toluna Research 2019

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