Mr Kipling returns Roald Dahl packs and promo

Premier Foods has announced the return of its limited-edition Roald Dahl-themed Mr Kipling range and on-pack promotion.

Now in its fourth year, the hugely successful range has delivered £3.6 million RSV in summer 2019. A new product, Miss Honey’s Delightful Honeycomb Flavour Slices, will join the three returning limited edition favourites this year: The BFG’s Strawbunkles & Cream Fancies, George’s Marvellous Lemon & Raspberry Whirls and The Enormous Croc’s Chocolate Mud Pies.

The core Mr Kipling range has also undergone a redesign to include some of Roald Dahl’s most loved characters, and will be available throughout grocery and convenience channels.

The accompanying on-pack promotion will give shoppers the chance to win thousands of prizes, including trips and experiences across the UK inspired by the Roald Dahl stories, as well as books and games.

Shoppers will be directed to a microsite where they can enter a code from inside packs to see if they have won, as well as gaining access to hints and tips on how to make the most of the summer period.

Mathew Bird, brand director for sweet treats at Premier Foods, commented: “Our partnership with the Roald Dahl Story Company in 2019 was incredibly successful, with the limited edition range inspired by Roald Dahl stories driving £3.6 million retail sales value and attracting incremental family shoppers to the brand at a time of year when sales of ambient cake tend to slow.

“This year’s design again provides standout on shelf and we expect the unique flavour twists on our traditional SKUs to be a hit with consumers. It’s a great partnership to be involved in, with two brands that highly value the importance of coming together as a family and having those little moments of enjoyment that Mr Kipling cakes and our great family prizes from the on-pack promotion can bring in these incredibly challenging times.”

The campaign will be supported by in-store activity including a wide range of digital, aisle end and bespoke branded display units to generate interest among shoppers throughout the summer.

The limited-edition Mr Kipling Roald Dahl range will be available nationally from 23June until 31 August across grocery and convenience channels with an MRSP of £1.50/£1.00 per pack.