Mr Kipling introduces new Simnel Slices as part of its Easter range

The UK’s number one cake brand , Mr Kipling, is launching new limited-edition Simnel Slices just in time for Easter. Expanding the season beyond the classic chocolate treats, Mr Kipling is bringing a fruity Easter flavour onto shelves, expanding retailers’ seasonal cake ranges this year.

Simnel is the third most popular cake flavour at Easter , growing 7.4 per cent versus 2023. Often found across Easter in larger sharing cakes, the new Mr Kipling slices look to meet the growing demand for this flavour in a smaller convenient format, leveraging Mr Kipling’s number one cake format. Whilst Simnel is highly relevant to the season, there is an untapped opportunity in a smaller slices format. This launch will tap into the demand for seasonally relevant options among shoppers aged 45 and above , with Mr Kipling’s tried and tested credentials. New Simnel slices encapsulate a fluffy and moist sponge with succulent dried fruit, sandwiched with a moist marzipan flavour filling and topped with soft marzipan flavour icing.

“Mr Kipling is renowned for its iconic seasonal products, and Easter remains highly important for attracting and driving penetration of newer, lighter buyers," said Naomi Shooman, global marketing director for sweet treats at Premier Foods. "Mr Kipling brought in the most new shoppers of any Easter cake range in 2024 . With this latest launch we hope to drive even more footfall into the aisle this Easter, engaging shoppers with seasonally relevant and fun flavour twists to enjoy across the season, helping retailers make the most of the opportunity on offer.”

Mr Kipling Simnel Slices will be launching alongside returning favourites, with limited-edition sweet treats across the Premier Foods portfolio from Mr Kipling and Cadbury Cakes. New Mr Kipling Simnel slices are available now at an MRSP of £2 in packs of 6.