Premier Foods plans to fill the gap in the market for healthier Halloween cakes with the launch of Mr Kipling Deliciously Good Toffee Apple Pies.
Available from September in packs of six (RSP £1.75), the cakes are made with real fruit and have 30% less sugar than standard pies, making them – in Premier’s words – “a popular choice for shoppers, and a better-for-you treat that does not compromise on taste”.
The launch aims to help retailers capitalise on demand from the 15% of shoppers – more than 10 million people – looking for healthier sweet treat options at key seasons, as well as on last year’s almost 10% growth in Halloween cakes.
A number of Premier’s family-favourite Halloween products across both the Mr Kipling and Cadbury ranges will also be returning this spooky season. These include Cadbury Mini Bonfire Logs, Cadbury Pumpkin Patch Cakes, Cadbury Goo Heads Cake Bars, Mr Kipling Terrifying Toffee Whirls, Mr Kipling Fiendish Fancies and Mr Kipling Chocolate & Marshmallow Slices. These too are available from September.
Mathew Bird, Brand Director for Sweet Treats at Premier Foods, commented: “There is enormous opportunity for retailers this year, largely due to the first ‘normal’ Halloween since 2019. We expect consumers to return to old habits, and plan ahead to make the most of the Halloween season.
“Whether those celebrating will opt for trick or treating or holding get-togethers at home with friends and family, our range of returning favourites will offer ideal treats, and the latest addition will help retailers target an even broader range of shoppers.”
