Premier Foods is building on its Mr Kipling Inspirations range this January, with the launch of a ?Dessert Classics? range of themed cakes.
Inspired by desert favourites, Banoffee slice and Mississippi Mud Pies are being launched in a bid liven up the cake category and attract new shoppers through chocolate variants.
The Banoffee slices will be available in the new convenient snap pack format which has generated ?29.2m sales by tapping into consumer demand for convenience on-the-go.
Anthony Reynolds, category strategy manager ? Bakery at Premier Foods, said:
?Our new ?Dessert Classics? range targets teatime, the biggest sector within the cake category worth ?20.2m and builds on the success of our inspirations range refresh programme which has delivered ?17.6m of sales since its launch in August 2009.
?Our Great British Puds range alone delivered ?5.7m sales and we are confident we can replicate this success.
?Retailers are encouraged to stock our new cakes, alongside our best-sellers to create excitement at the fixture and drive incremental sales.?
The ?Dessert Classics? range rolls out from early January and will be supported with bespoke packaging, social media and banner advertising, and store coupons to drive repeat performance.
The MRSP for both Banoffee Slices and Mississippi Mud Pies is ?1.49.
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- EASTER CAKE PROMOTION FROM PREMIER FOODS
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Source: http://www.fdin.org.uk/2012/12/premier-foods-unveils-desserts-classics-mr-kipling-range/
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