Premier Foods Bakes New Growth for Ambient Cakes

The new launch aims to continually stimulate sales growth in core sectors by bringing new seasonally inspired variants of Mr Kipling's iconic best loved cakes to the market to refresh and drive reappraisal of the brand.

10 Sep 2009 --- Premier Foods, the UK's No. 1 food manufacturer, is launching a variety of modern new ambient cake products that will reinvigorate the category and deliver incremental sales by attracting new consumers.

The ambient cakes market is worth more than £1bn. Premier Foods has a 33% (vol.) share of this category and is driving growth through the launch of innovative NPD that encourages reappraisal among consumers.

Matt Hunt, Premier Foods Head of Cake, says: ‘Premier Foods is committed to driving innovation in the ambient cake category.

‘We are continually investing in the development of new products that will drive sales and profit for retailers and are confident that the latest new product launches from Mr Kipling and Cadbury Cakes will deliver against this.'

Mr Kipling, the market leader in ambient cakes, is set to maximise growth further with the launch of an exciting new range, Mr Kipling's Inspirations.

The new launch aims to continually stimulate sales growth in core sectors by bringing new seasonally inspired variants of Mr Kipling's iconic best loved cakes to the market to refresh and drive reappraisal of the brand.

This Autumn sees the launch of two new products, Toffee Apple Bakewells and Carrot Cake Slices, both of which draw on essentially British, Autumn themes that Mr Kipling was inspired to create by the harvest season.

Toffee Apple Bakewells, a contemporary twist on the traditional Cherry Bakewell, combine delicious layers of toffee sauce and apple sponge under a toffee flavoured topping finished with a fudge piece, while the new Carrot Cake Slice brings carrot and walnut pieces together in Mr Kipling's classic slice format.

Anna Alder, Mr Kipling Brand Manager, says: ‘This launch forms part of a new strategy for Mr Kipling that is about regenerating our core product range. The new products are the first in a three year plan to drive reappraisal of the brand and increase weight of purchase by refreshing our core range with new news that is seasonally relevant.

‘We are also putting Mr Kipling himself, and more specifically his inspiration to bake, back at the heart of the brand, which creates an engaging and relevant platform for consumer communications', said Alder.

Cadbury Cakes is extending its range further with the launch of Cadbury Mini Bakes, which will deliver more variety and new cake textures in the Cadbury range that can be enjoyed at home or as an after lunch snack.

The new range will build and leverage the equity of Cadbury ‘Mini' that has been established by the successful Cadbury Mini Rolls.

Cadbury Cakes is the leading snacking cake brand and, with its latest launch, is in an excellent position to capitalise on the significant growth opportunity presented by the snacking occasion.

The brand expects Mini Bakes to increase this share further by offering a relevant, modern product that appeals to a wider consumer base.

New Cadbury Mini Bakes are available in two different flavours, Chocolate Brownie and Chocolate Flapjack, which are individually wrapped for added convenience - making them perfect for snacking occasions.

Chocolate Brownie Mini Bakes are a deliciously moist chocolate brownie topped with Cadbury chocolate chunks, while Chocolate Flapjack Mini Bakes have a rich oaty base layered with a thick Cadbury milk chocolate on top.