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Mr Kipling now makes some exceedingly posh cakes

Premier Foods is this week launching its premium Signature Collection Mr Kipling cake range.

The range, which was announced by Premier earlier this year and has its own pack design, comprises three products: After Dinner Mint Fancies; Chocolate, Caramel & Pecan Slices; and Apple, Pear & Custard Crumble tarts.

They have recommended retail prices of between £2.50 and £2.25 and will initially be available at a promotional price of £1.50. The launch will be supported by in-store activity.

Premier said the NPD would give retailers an opportunity to boost category value by encouraging consumers to trade up.

“Research has shown that there are certain occasions – particularly evening treats – which consumers will pay more for and where cake has a role to play,” explained Mathew Bird, Premier brand director for sweet treats.

“We’ve had really positive consumer testing sessions and we’re confident the launch will drive further value into the cake category. The small finishing touches, from the high-quality ingredients to the rich texture and contemporary flavour combinations make the product superior in the cake space and perfect for sharing with family and friends.”


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