MR. KIPLING LAUNCHES NEW CHEQUER CAKES
Premier Foods is hoping to deliver growth in a key segment of the £920m cake category.
Building on the success of Victoria and Lemon Mini Classics launched earlier this year, a box of four Chocolate Mini Classics launched in August.
Mr Kipling Chocolate Mini Classics is a range of chocolate cakes filled with a chocolate butter cream and dusted with an icing snow.
Chocolate is the most popular cake flavour, generating £265m of sales for the category last year.
By combining the cake flavour with the mini classics range, worth £1.5m, Mr. Kipling is aiming to bake up sales opportunity for retailers.
Varying the flavours of traditional cake formats is also key to attracting new consumers to the category.
Mr. Kipling has already experienced success in applying this consumer insight to its Bakewells range.
The Trifle variant has grown the Mr. Kipling Bakewells range by 34% in two years.
This growth is set to be repeated with the launch of Strawberry Chequers and Chocolate Chequers.
Strawberry Chequers consists of strawberry and plain flavoured chequered sponge wrapped in a strawberry flavoured paste and apricot jam, while Chocolate Chequers is chocolate and plain flavoured chequered sponge with apricot jam wrapped in a chocolate flavoured paste.
The Chequer cakes are designed to extend the appeal of the much format of Mini Batts (worth £5.8m RSV) but without marzipan, making them more appealing to a wider, younger audience.
The Chequers are designed for lunchbox or snacking occasions.
Mr. Kipling Chocolate Mini Classics (pack of four cakes) are available from August in cases of eight with an MRRP of £1.59.
Mr. Kipling Strawberry Chequers and Mr. Kipling Chocolate chequers (both packs of five) are available from September in cases of 12 with an MRRP of £1.59.
