Premier Foods is adding three new flavours to its Mr. Kipling Snack Pack range with the introduction of Milkshake Slices, which rolls out this month in three new flavours: Strawberry, Vanilla & Chocolate and Banana.
The new flavours contain lower fat and saturated fat levels than the existing range, as well as providing a source of calcium. The launch will also kick-start a format change across the entire Mr. Kipling Snack Pack range, with six-packs being replaced by four-packs and nine-packs.
The new pack sizes are in resonse to the growing number of smaller households, while also catering for families. Premier says they will also provide retailers with a number of benefits, such as the ability to offer an increased number of promotions throughout the year and the four-pack being more relevant to the convenience shopper’s mission and basket size.
The new Milkshake flavours will join the brand’s ‘Snack Pack’ format, which currently includes Angel, Chocolate, Lemon, Banoffee and Caramel slice variants; and which represent the most successful NPD cake launch in the last four years and is now worth £37.5m. Premier hopes the new Milkshake Slices and pack format changes will build on this by driving incremental sales to the category.
Helen Kemish, Marketing Controller for Mr. Kipling, commented: “Following the successful launch of our ‘Life is better with cake’ campaign last year, we are committed to investing in Mr Kipling and driving growth in the category through new products and pack formats that delight our consumers. Our new Milkshake Slices are the ideal sweet treat for lunchboxes.”
Mr. Kipling Milkshake Slices have rrps of £1.29 and £2.39 for the four-pack and nine-pack respectively.
