MR KIPLING LAUNCHES NEW OATIBAKES FOR LUNCHTIMES
Premier Foods, the UK’s No. 1 food manufacturer, is launching Mr Kipling Oatibakes, a new addition to the Mr Kipling range designed to tap into the growing number of lunchbox occasions. The oat-based cakes are expected to take advantage of this opportunity and drive over £4m incremental sales for the cake category.
There are 4 billion lunchbox occasions and these are growing by 5.1% year-on-year, worth £5.39 billion. Growth in lunchboxes has been accelerated in the current economic climate as people choose to take lunchboxes to work and to school. Within lunchboxes, consumption of cake is growing by 12%, and is expected to deliver an additional 13 million new Lunchbox cake occasions next year, creating a category opportunity of £9.2 million. The fastest growing part of the Lunchbox sector is within ‘Non Chocolate’.
Matt Hunt, Head of Cake Marketing at Premier Foods, says, “We have identified an opportunity for a completely new product with great potential to grow the cake category. Mr Kipling Oatibakes tested very well with mums and kids, with mums indicating a strong intention to buy. Mr Kipling is a popular, trusted brand and we have focused on taste and convenience with Mr Kipling Oatibakes. Each cake is baked with wholesome oats and golden syrup and has a gooey layer running through the middle. They are wrapped individually and packaged in a box which opens from the top to make things easier for busy mums.”
Handily wrapped and presented in convenient packaging, Mr Kipling Oatibakes are available in Caramel, Strawberry and Blackcurrant variants. The eye-catching Oatibakes packaging features a large window to show the product inside, a bold ‘No Artificials’ splash and a ‘hand-written’ font to demonstrate Mr Kipling’s ‘personal touch’.
Available now, in cases of 12, Mr Kipling Oatibakes have a recommended RSP of £1.29 and will be supported by a fully integrated marketing communications campaign.
- Ends -
All data TNS Lunchbox Consumption May 2009 unless otherwise stated.
For more information, please contact Rebecca Taylor at Cirkle on 01494 680727 or at rebecca.taylor@cirkle.com
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