Mr Kipling’s Easter range gets new limited edition with Simnel cakes

Mr Kipling is launching its Simnel Slices just in time for Easter, expanding the season beyond just chocolate treats and expanding its range at this time of year.

Simnel is often found at Easter in larger sharing cakes, but the new Mr Kipling slices look to meet the growing demand for this flavour in a smaller convenient format. However, there is an untapped opportunity in a smaller slices format and it’s hoped this launch will tap into the demand for seasonally relevant options among shoppers aged 45 and above.

The slices encapsulate a fluffy and moist sponge with dried fruit, sandwiched with a moist marzipan flavour filling and topped with marzipan icing.

Naomi Shooman, global marketing director for sweet treats at supplier Premier Foods, said: “Mr Kipling is renowned for its iconic seasonal products, and Easter remains highly important for attracting and driving penetration of newer, lighter buyers. With this launch we hope to drive more footfall into the aisle this Easter, engaging shoppers with seasonally relevant and fun flavour twists.”

Mr Kipling Simnel Slices will be launching alongside some returning favourites, with limited sweet treats across the Premier Foods portfolio from Mr Kipling and Cadbury Cakes. They are available now at an RRP of £2.