Premier Foods is investing in the ‘On the Go’ cake sector with the launch of brand new pack formats and a dedicated 10-strong Cake on the Go team to drive new growth opportunities for its Mr Kipling and Cadbury Cake brands.
The new Cake on the Go range is available now across all channels and includes Mr Kipling twin pack slices in three best-selling flavours; Angel, Chocolate and Lemon Layered, in addition to Cadbury Mini Rolls twin packs.
Sarah O’Neill, Head of the new Cake on the Go team, commented: “Out of home snacking is a large and growing market but cake only represents 5% currently. The twin pack formats for Mr Kipling and Cadbury Cakes provide a point of difference and are ideal to meet consumer demand for a quick top-up snack to keep you going. The opportunity is huge, particularly for convenience retailers as people continue to shop little and often at their local store.”
The twin packs have an rrp of 89p and PMPs will be introduced later this year.
The launch of the Cake on the Go range will be supported by in-store and in-depot activation, in addition to outdoor advertising and an ITV sponsorship from June.
Following the initial roll-out, next steps will be to launch Mr Kipling Exceedingly Good Orange, Cranberry and Oat Slices in twin packs.
