Skip to content
Search
AI Powered
Latest Stories

Egg-citing sweet treats added to Premier Foods’ Easter cake range

Egg-citing sweet treats added to Premier Foods’ Easter cake range

Premier Foods is bouncing into Easter this year with seasonal launches from its popular cake brands. The Mr Kipling and Cadbury Cakes ranges will both see new additions for Easter 2021, after the two brands experienced success over the season earlier this year with £11.1m sales in 2020 and +3.4 per cent share [1].

Cadbury, the number one Easter Cake brand in the UK [2], is continuing the success of its Crème Egg Easter cakes. This builds on the returning Crème Egg two-pack Cupcakes which grew +20 per cent value sales [3] and its new Crème Egg Choc Cakes, which delivered £1.9M RSV [4], becoming an instant favourite with shoppers. The new Crème Egg Chocolate Gateau caters to at-home sharing occasions with family and friends that are popular in the run up to the Easter weekend.


Mr Kipling will also be adding two new products to its Easter line-up with Lemon & Raspberry Mini Batts and Chocolate & Orange Easter Bunny Slices. The Lemon & Raspberry Mini Batts aim to drive excitement with a twist on a traditional cake format, particularly appealing to older shoppers as a special sweet treat at an affordable price. Mr Kipling will also be expanding its Easter novelty cakes with the new Chocolate & Orange Easter Bunny Slices following the success of its novelty Egg Fancies, which grew +179 per cent in 2020 [5] and will return in 2021.

"The new products launching across our two market-leading Easter Cake brands attract a broad audience of shoppers to the category, by offering a variety of flavour combinations and formats," said Mathew Bird, Brand Director of Sweet Treats at Premier Foods. "The impressive results delivered by the Cadbury Crème Egg range in previous years have presented us with an exciting opportunity to further extend this range, taking it to both individual and sharing formats we already know work well for our Mini Egg themed SKUs.”

The new products join returning Easter favourites from Premier Foods, like Mr Kipling Lemon Bakewells and Lemon Whirls, as well as Cadbury Mini Egg Nest Cakes and Mini Egg Choc Cakes which are among the bestsellers available in the run up to Easter.

[1] IRI Data, IRI Grocery Outlets, 20 w/e 18 April 2020

[1] Kantar Data 16 w/e to 19th May 2020

[1] IRI Data, IRI Grocery Outlets, 20 w/e 18 April 2020

[1] Kantar Worldpanel, 20 w/e 19 April 2020

[1] IRI Data, IRI Grocery Outlets, 20 w/e 18 April 2020

More for you

Cox & Co.

Cox & Co. hits sweet spot with new flavour

Luxury chocolate brand Cox & Co. is targeting dark chocolate lovers with its brand new Blood Orange Crunch bar, crafted from 60 per cent single-origin Colombian cacao.

With almost two-thirds of chocolate buyers enjoying two or more flavours in a chocolate bar, it’s easy to see why Cox & Co.’s flavour combinations of velvety rich dark chocolate and delicious superfoods are so popular and its latest addition to the range is sure to be no different.

Keep ReadingShow less
Gnaw ‘new-stalgia’: pud-themed Chocolate Spoons and flavoured choc bars

Gnaw ‘new-stalgia’: pud-themed Chocolate Spoons and flavoured choc bars

Tapping into “new-stalgia” (an anticipated hot food trend in 2025), Gnaw has been working tirelessly to rethink Great British puddings by creating a number of “Hug in a Mug” classics (Crème Brulée, Bakewell Tart, Sticky Toffee Pud) in conjunction with an impressive “pudfolio” of dessert-flavoured bars: New York Cheesecake, Christmas Pudding, Banoffee Pie and Sticky Toffee Pudding.

Desserts may prove divisive. For many the last course will always be a fitting finale to a great meal spent with friends of family, enticing comfort food that offers a nostalgic peek into happy custard drenched, ice cream topped memories from yesteryear. For others, desserts are an unwitting dalliance with guilt-filled soft sponges, buttery pastry, seductively sweet fillings, crumbly toppings, sticky sauces …

Keep ReadingShow less
Nuisance Drinks

Nuisance Drinks expands range with new Damson & Dandelion tonic

Fresh on the heels of joining The Scottish Bee Company under a Natural Larder umbrella, adult soft drinks evangelist Nuisance Drinks is putting the final touches to a New Year launch of Damson & Dandelion tonic, which will become the latest addition to an exquisitely branded range of low-calorie botanical brews that include: Bramble & Rosemary, Nettle & Elderflower, Pink Grapefruit & Basil, Rhubarb & Ginger and Mint, Chilli and Cucumber.

Born at the height of the Pandemic back in 2020, Nuisance Drinks is an ambitious adult soft drinks business, initially born from the foraging exploits of entrepreneur Hugo Morrisey, who first set out to re-create his mother’s celebrated nettle cordial.

Keep ReadingShow less
Pizza Pie

Wall’s Pastry unveils Deep Dish Pizza Pie

Leading sausage roll brand Wall’s has introduced a brand-new format to the hot pie fixture with the launch of its Deep Dish Pizza Pies, as it aims to add variety and attract younger consumers and families to the chilled savoury pastry category.

The new range is a unique hybrid of a pie and a deep-dish pizza, available in two classic recipes: Three Cheese and Pepperoni (both 150g, RRP £2). Both are now available across the convenience channel, along with Asda.

Keep ReadingShow less
KP Snacks launches new look and feel for Penn State Pretzels

KP Snacks launches new look and feel for Penn State Pretzels

KP Snacks is refreshing the packaging of Penn State, the UK's number one Pretzel brand, to deliver a bolder and cleaner look that represents its taste and quality. Rolling into stores from mid-November, the redesigned packs run across the entire Penn State range.

With cosy nights-in on the rise, KP Snacks has dialled up Penn State’s taste and quality credentials to reinforce the brand’s appeal within this occasion. Promising rewarding flavour and satisfaction every time, Penn State pretzels offer consumers a well-deserved treat to snack on during relaxing evenings spent at home.

Keep ReadingShow less