Mr Kipling has rolled out a new limited-edition Roald Dahl-themed range for summer.
George’s Marvellous Lemon & Raspberry Whirls, Enormous Croc’s Chocolate Mud Pies, The BFG’s Strawbunkle & Cream Fancies and Mr Fox’s Fantastic Forest Fruit Slices are all available now through to September 11 with an RSP of £1. The range is available across grocery, impulse and wholesale channels.
Packs feature a summer promotion giving shoppers who purchase the cakes the chance to win thousands of prizes including Roald Dahl-inspired holidays and adventure days out. Consumers are directed to a microsite where they can enter a code to see if they have won.
The core Mr Kipling range will also undergo a packaging refresh with a flash on-pack to highlight the summer promotion.
The activity will be supported in-store and online.
Lucy Bailey, Marketing Controller of Mr Kipling at Premier Foods, commented: “Following the +5% category growth over the summer period last year when the packs rolled out exclusively with Tesco and brought new customers to the cake aisle, we’re confident that this year will be the same roaring success.
“Families and people of all ages can enjoy Roald Dahl’s famous stories; through the new range and splendiferous summer promotion we hope to bring people together to enjoy the iconic characters and delicious cakes. We want to emphasise that the little things done together this summer can mean a lot and the collaboration with Roald Dahl is the perfect way to do just this.”
