Mr Kipling Unveils Cake Bites and New Ad Campaign

31/05/08 Tapping into both the Sharing and Special Treat eating occasions, Mr Kipling Cake Bites are individually wrapped cakes designed to increase the brand’s family appeal and entice younger users to the £1bn ambient cakes category.

Rachel Pirt, Mr Kipling Senior Brand Manager says: “Mr Kipling is currently growing ahead of the market +7.1% year-on-year and our new Cake Bites are integral to continuing this.

“Cake is no longer about just about sitting down with a cup of tea, consumers are now enjoying more informal occasions in and out of home and have even less time for them. They want cakes to be worth it – visually appealing and yummy – which is exactly what Mr Kipling Cake Bites achieve.”

Available from June in three flavours – Caramel, Lemon and Strawberry & Vanilla – Cake Bites have an rrp of £2.49 per pack.

Each cardboard tub contains 15 individually wrapped Bites - an ideal number for sharing, while the outer packaging is modern and vibrant with a distinctive shape that is easy to pass round.