Premier Foods launches non-HFSS ‘Deliciously Good’ Mr Kipling cake range

Premier Foods has launched Mr Kipling Deliciously Good, a new, better-for-you range of Mr Kipling cakes and pies, delivering both a healthier and great tasting product.

The range is Premier Foods’ first full range of non-HFSS (high fat, salt & sugar) branded cakes.

Premier Foods added that the launch also represents a major milestone in delivering against the group’s Enriching Life Plan, which six-months ago set out a strengthened ESG strategy to support healthier, more sustainable lifestyles by more than doubling sales of its healthier products.

“Those who bake cakes themselves will understand that creating a cake with significantly less sugar, is healthier, and still tastes indulgent is no easy task, but using the expertise garnered from producing such an iconic brand over the last 50 years, our talented teams have made the impossible possible,” Alex Whitehouse, Premier Foods chief executive, commented.

“We said a year ago that we were committed to providing great tasting, nutritious food and I’m delighted that we’ve created a product that caters to the growing demand for healthier treats - whether that’s helping existing consumers to make healthier swaps or attracting new shoppers. Deliciously Good will allow people to truly have their cake and eat it.”

Made at Premier Foods’ Stoke and Carlton manufacturing sites, the delicious and soft new cakes contain 30% less sugar, and up to 10 times the amount of fibre than standard Mr Kipling ranges, are made with real fruit and provide as little as just 99 calories per portion.

The new range will include a range of Mr Kipling’s iconic cake slices including Lemon, Bakewell, Angel, Chocolate, and Chocolate Caramel variants, which will be available in either snack packs or share packs, along with Bramley Apple Pies and Bramley Apple and Blackcurrant pies.

Launching in Tesco and rolling out over the next few months, Premier Foods said the range scored incredibly well in consumer taste testing, which incorporates appearance, colour, flavour, aroma and texture.

The launch will be supported with a new brand advertising campaign featuring a new TV advertisement, digital marketing and in-store activation, in line with Premier Food’s Branded Growth Model, which combines, marketing investment, retailer relationships and consumer insight-driven innovation to create long-term sustainable growth.

Premier Foods said it will continue adding to its pipeline of innovation and NPD over the coming months, which include products such as Loyd Grossman Reduced Fat Lasagne Sauces and reduced salt Paxo stuffing as it targets further progress against the goals set out in its Enriching Life Plan.