Scoring well in consumer taste testing, the new range – Mr Kipling Deliciously Good – is Premier Foods’ first full range of non-HFSS branded cakes and marks a UK first for the category.
The new cakes contain 30% less sugar, up to 10 times the amount of fibre than standard Mr Kipling ranges, are made with real fruit and provide as little as 99 calories per portion.
The launch also represented Kipling and Premier Foods’ commitments to making healthier choices a ‘little bit easier’, with 73% of shoppers saying they would buy healthier cakes.
“Those who bake cakes themselves will understand that creating a cake with significantly less sugar, is healthier, and still tastes indulgent is no easy task, but using the expertise garnered from producing such an iconic brand over the last 50 years, our talented teams have made the impossible possible,” Premier Foods chief executive Alex Whitehouse said.
“We said a year ago that we were committed to providing great-tasting nutritious food and I’m delighted that we’ve created a product that caters to the growing demand for healthier treats.”
Tesco cake buying manager Peter Wood added: “We’re delighted to be the first retailer launching the new, innovative Mr Kipling Deliciously Good range for our customers.”